MUMBAI: PepsiCo’s sports drink brand Gatorade has roped in Indian shuttler PV Sindhu as its brand ambassador. The move is as part of the global beverage major’s commitment towards dialling up the communication on the benefits of its healthier food and beverage offerings to consumers.
Sindhu is the first Indian brand ambassador of the brand, and she joins the likes of Ussain Bolt and Lionel Messi.
Sports marketing firm Baseline Ventures manages Sindhu’s commercial endorsements.
As part of the deal, Gatorade will be unveiling a new campaign featuring Sindhu in a digital film that shows the brand’s close partnership with the athlete.
Gatorade India plans to have Sindhu work with the Gatorade Sports Science Institute during the period of the partnership, to better understand her training and match-day nutrition. Gatorade’s scientific formula claims to have the right amount of carbohydrates, electrolytes and flavour that can help an athlete rehydrate, replenish and refuel while playing sports.
Vipul Prakash, Vice President-Beverage Category, PepsiCo India said, “We are delighted to welcome PV Sindhu into the PepsiCo India family. We believe that Gatorade is the perfect fuel for Sindhu and we are happy to partner with her.”
Sindhu added, “I am extremely honoured to join the Gatorade family of athletes which consists of sporting legends across the world.”
In 2016, Sindhu became the first Indian woman to win an Olympic silver medal and currently ranks amongst the top 10 players in the world.
SOURCE: THE ECONOMIC TIMES