You must start the New Year by watching this highly motivating ad by Royal Challenge

Stills from the Royal Challenge Sports Drink ad

  

‘Make a bold move’ is the latest surrogate ad by Royal Challenge under the disguise of Royal Challenge sports drink featuring India’s current cricketing sensation and youth icon Virat Kohli. This highly inspirational ad has been created by Royal Challenge in collaboration with DDB Mudra Group.

Inspection: The ad portrays everyday life through the use of running trains and its passengers. According to the ad, our life is like a moving train and we are its passengers and the track on which it keeps running is actually the society and its expectations. So, our train keeps running on such tracks whether we like it or not and we are always afraid to stop or change tracks. The ad shows a nervous man who is sceptical about resigning from his current job to take up an initiative in the NGO sector. It also shows an inter-caste couple separated from each other due to travelling in different trains. However, Virat Kohli states that we never know what the future might hold and we can’t know it either unless we take a bold step. He then pulls the chain of his train and gets off signalling his bold move. Similarly, other people in the ad also do the same – the hesitant man sends his resignation email and the inter-caste couple hug each other when the Hindu guy gets on the Muslim girl’s train.

Analysis: The ad urges us not to hold back and follow our instincts to make our own choices instead of being shackled by the society's expectations for the rest of our lives. The ad has highlighted two major issues – job security and the marriage system. India is a country where people have little flexibility in terms of choosing a profession or a life partner of their choice. The theme song which is energetic and infectious blends with the narration and makes the ad quite inspirational. Although liquor companies are banned from advertising in India, they are known for their innovative and surprisingly inspirational surrogate ads. This, by far, is one of the finest surrogate ads that we have ever seen.

The Ad Inspector’s Rating: 4.5/5