#ChallengeAccepted
Client: Royal Challenge Sports Drink (United Spirits)
Agency: 22 Feet Worldwide (part of DDB Group)
My role: Brand strategy and rollout planning
Type: Campaign strategy, influencer and publisher rollout, social listening
When: March to April 2019, during the IPL season
Every March 8, India’s timelines fill with praise for women cricketers. By March 9, they’re gone, and the country’s biggest cricket tournament starts without them.
I shaped the strategy and planned the rollout for #ChallengeAccepted, a campaign that asked fans to vote for India’s first mixed-gender T20 match.
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Over half a million people voted for a mixed-gender T20 match.
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[https://drive.google.com/file/d/1DHvNUIS3SClT8nKY7ndBXE8uBrkFexmv/preview](https://drive.google.com/file/d/1DHvNUIS3SClT8nKY7ndBXE8uBrkFexmv/preview)
The sport’s drink, Royal Challenge wanted to address a systemic issue of the lack of representation of women in cricket. Unlike tennis, cricket is not a sport that historically included women in the leagues. Bringing this conversation to the surface during the Indian Premier League (IPL) was the focus for the brand in 2018 and 2019.
Women’s Day is two weeks before the IPL, the biggest event in Indian cricket. Every year, brands and fans plan campaigns for March 8th to share the successes of women, and then spend the next two months in India watching the Indian Premier League which has zero representation of women athletes in the sport.
The campaign centered on a petition: vote on a microsite for a mixed-gender T20 match. I built the rollout so every piece of content had one job, to get people to vote.
I worked with the PR and influencer brand management team to build out a roll-out plan.