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SUB CATEGORY :
RESILIENCE THROUGH CREATIVITY
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ENTRANT COMPANY :
LEO, MUMBAI
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TITLE :
TURF FINDER
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BRAND :
GATORADE
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ADVERTISER :
GATORADE
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AGENCY :
LEO INDIA, MUMBAI
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CHAIRMAN :
RAJDEEPAK DAS
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CHIEF EXECUTIVE OFFICER :
AMITESH RAO
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CHIEF CREATIVE OFFICER :
VIKRAM PANDEY/SACHIN KAMBLE
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EXECUTIVE CREATIVE DIRECTOR :
HIMANISH ASHAR/AYSHWARYA SHARMA
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CREATIVE DIRECTOR :
DURGESH AMBLE
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ART DIRECTOR :
ASHWIN YADAV/SILVI KASLIWAL/MEGHA SUD/PRASINDHA M
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COPYWRITER :
RISHAV CHATTERJEE
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ANIMATOR SPECIAL EFFECTS :
ROHAN MIRGAL
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CLIENT SERVICE DIRECTOR :
JAIKRIT SINGH
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ACCOUNT MANAGER :
SAKSHI CHAWLA
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STRATEGIC PLANNING MANAGER :
PRITISH MUKHERJEE
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PLANNER :
VARSH R
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FILM PRODUCTION COMPANY :
OFFROAD FILMS, MUMBAI
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DIRECTOR :
AKANKSHA SEDA
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EXECUTIVE PRODUCER :
KHALIL BACHOOALI
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FILM PRODUCER :
FAHAD PATHAN
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BACKGROUND OVERVIEW :
BACKGROUND & OVERVIEW
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.
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DESCRIPTION OF HOW THE CREATIVE SOLUTIONS RELEVANT AND/OR APPROPRIATE FOR THE CAMPAIGN AND TARGET. :
Gatorade needed to grow in India, but how does sports hydration matter in a country where people aren’t playing enough to need it? The problem wasn’t lack of interest—it was lack of access. 76% of Indians cite ‘no space’ as their biggest barrier to play. Urban migration and disappearing playgrounds meant sports participation was declining.
Yet, Indian cities aren’t static—they move in patterns. Roads choked with traffic during peak hours open up at specific intervals, dictated by office peaks, factory shifts, and transit slowdowns. The insight? The right space + the right time = the opportunity to play.
Gatorade’s solution was built for its audience—urban youth (18-35) eager to play but constrained by space. Using 20 years of Google Maps data, it identified real-time windows when streets cleared and dropped modular turfs, transforming dead spaces into live arenas.
The impact? 50,000+ players engaged. 150+ locations mapped. 121% sales growth. Mumbai’s civic body and CultFit, India’s largest fitness brand, joined the movement, ensuring sustained play beyond the campaign.
This wasn’t just an activation—it was a cultural shift, proving that when brands create access, they don’t just sell products, they change behaviors.
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URL :
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