Gatorade's Urban Playground Initiative: Chandni Chowk Gets A New Turf For Active Lifestyle

PepsiCo India's Gatorade, in collaboration with Leo Burnett India, is gearing up to introduce 'Turf Finder', a platform designed to encourage and foster a passion for sports amidst the lively urban environments of India's metropolitan areas.

Gatorade India

After opening their first New Delhi turf in the always buzzing Lajpat Nagar, the hydration brand has opened their second turf in the forever-crowded Chandni Chowk.

As part of it¡¯s ongoing ¡®Turf Finder¡¯ initiative, Gatorade, PepsiCo India¡¯s iconic hydration brand, unveiled Delhi¡¯s second turf in the busy lanes of the iconic Chandni Chowk. The event, held on Sunday morning, marked a significant milestone for Gatorade towards promoting the love and will for playing sports amidst the hustle and bustle of India¡¯s metropolitan cities.

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Speaking on the initiative, Ankit Agarwal, Associate Director, Energy & Hydration, PepsiCo India, said, ¡°Gatorade has consistently championed the importance of fitness and an active lifestyle as integral components of well-being. However, in today's fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We firmly believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle. By providing convenient and inviting spaces for play, we hope to inspire communities to embrace the intrinsic value of staying active amidst the demands of modern life.¡±

Gatorade

Adding further, Rajdeepak Das, CCO, Publicis Groupe ¨C South Asia & Chairman, Leo Burnett - South Asia, said, ¡°This is a true HumanKind idea where we are using technology to find solutions for modern day problems. Our cities are temporal in nature, they behave different by day and different by night. We have validated this spirit and used historic Google Maps data to find empty spaces at specific times which can be made into a turf. The most exciting part is that this campaign can be scaled across the country and not only promote an active lifestyle but also make a cultural impact in communities making sport an equalizer.¡±

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