To solidify its commitment to the ICC T20 Women’s World Cup, Powerade has launched #PowerHasNoGender, a digital campaign reiterating the power to dream big.
The campaign aims to celebrate young female cricket players putting in hours of practice, every single day at academies and grounds across the country, to achieve their dream of representing India at Women’s Cricket World Cup. Indian cricket team’s all-rounder Jemimah Rodrigues, and Powerade brand ambassador MS Dhoni kickstarted the campaign inspiring young women to power through and never give up on their dreams.
Powerade is also the official beverage partner of the ICC Women’s T20 World Cup. #PowerHasNoGender campaign will be supported by the on-ground presence of the sports drink where young women cricketers of all participating countries will be seen consuming Powerade during training and matches. To be a role model to aspiring cricketers, Jemimah Rodrigues will reach out to the next generation of women sports enthusiasts through a series of digital films.
Talking about the campaign, Anoop Manohar, Director-Emerging Categories, Coca-Cola India said, “Our association with the ICC Women’s T20 World Cup reiterates our commitment to cricket, which is the biggest passion point uniting a billion Indians. This is the second year of Coca-Cola’s partnership with ICC and Powerade will continue to hydrate all teams during matches. #PowerHasNoGender is a power-packed campaign which reiterates that Power is an individual asset; it’s not based on gender and it’s the individual courage that drives a person to achieve great success.”
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Speaking about her association with the campaign, cricketer Jemimah Rodrigues said, “All high-performance athletes need fuel to boost endurance, hydrate and fight exhaustion. I am especially delighted to be associated with its new campaign, #PowerHasNoGender as it celebrates young female cricket players putting in hours of practice, every single day at academies and grounds around the country”. The launch symbolized Coca-Cola India’s entry into the nascent category of sports hydration.