Royal Challenge Sports Drink Releases the #PlayBold Anthem

Bangalore | March 16, 2016.
- Resounds the Voice of Indian Youth who Live Bold and Will Cheer Together This Cricket Season
- You can Download the Anthem Here: http://www.liveinstyle.com/play-bold
- You can Watch the Anthem Here: http://www.liveinstyle.com/play-bold

Today's young Indian is about stepping out of their comfort zone and making bold moves. Royal Challenge Sports Drink is all set to fuel this unwavering aspiration by giving it a single sound through an anthem that inspires the nation to #PlayBold. The #PlayBold anthem is being released during the cricket season as a combined voice of the nation to cheer and support the Indian cricket team. Bollywood's favourite composer Salim Merchant has created the thumping music for this anthem starringVishal Dadlani's explosive voice. The lyrics have been woven together by Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra Group.

A vibrant video has been shot in Delhi, Mumbai, Kolkata and Chennai with a variety of young Indians in different settings cheering and singing aloud 'Go India' and 'Play Bold' and stars Virat Kohli and MS Dhoni.

Commenting on the anthem, Subroto Geed, Sr. VP - Marketing at United Spirits said, "Through this anthem, Royal Challenge Sports Drink is attempting to galvanize the Indian youth to follow their heart and make bold choices. We hope that the anthem's catchphrase 'Mere India, Tu Play Bold', becomes a single sound that does not just reflect our country's love for cricket, but goes on to become the youth anthem for India."

"This is that electrifying time of the year when the entire country stands united behind our team. It's been truly exciting to create this anthem to give us all one voice to encourage our team and our country to Play Bold. The lyrics, music and video of this anthem capture this powerful emotion, and we hope it will become the voice of billion hearts," said Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra Group.

About United Spirits Limited

United Spirits Limited (USL) is a subsidiary of Diageo plc, which is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. In 2013-14, Diageo plc acquired a 54.8% shareholding in United Spirits making India one of its largest markets.

Founded in 1826, USL is the largest Indian spirits company, selling around 120 mn cases annually, involved in the manufacture, sale and distribution of beverage alcohol. USL produces and sells Scotch whisky, IMFL whisky, brandy, rum, vodka, gin and wine. Its portfolio includes much-loved brands such as McDowell's No.1, Royal Challenge, Signature, and Antiquity. USL also imports, manufactures and sells Diageo's iconic brands such as Johnnie Walker, VAT 69, Black & White, Smirnoff and Ciroc inIndia. The company also successfully operates strong brand extensions like Black Dog Sparkling Water, Smirnoff Experience, Royal Challenge Sports Drink, McDowell's No.1 Soda and Bagpiper Soda among others.

The company is listed on the BSE (Bombay Stock Exchange) and NSE (National Stock Exchange). For more information about United Spirits Limited, our people, vision, brands, and performance visit us at http://www.unitedspirits.in.

Media Contact:
Khushboo Benani
Khushboo.benani@unitedspirits.in
+91-80-39856907
United Spirits Limited


SOURCE United Spirits Limited

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