Gatorade is a global leader in sports hydration, but in India, it struggled to make inroads. What research unveiled was the stark reality of sports in India: 678 million Indians follow sports, only 2% of the 1.4 billion population actively participate. How will sports hydration grow in a market where no one is playing?

The Brief
Gatorade needed to create the need for hydration by enabling play. The challenge wasn’t just increasing consumption—it was removing the biggest barrier to sports: space, which had been erased by rapid urbanization and inadequate infrastructure, leaving millions with nowhere to play.

The Approach
Indian cities are temporal in nature—congestion moves in patterns. Using 20 years of Google Maps traffic data, Gatorade identified predictable windows when streets emptied. These spaces were then transformed from crowded streets into sports arenas using modular, mobile turfs that could be assembled and dismantled within minutes.

The Impact
Gatorade brought 50,000+ players back onto the field, drove 121% sales growth in Mumbai, and earned $1M in media value. The State Government recognized the model, offering 30+ locations for future turfs under the Fit India Movement. Gatorade didn’t just sell hydration—it made play possible again.