Gatorade - Turf Finder (case study)

Mumbai, one of the most congested places in India, faces a severe shortage of playgrounds, limiting opportunities for residents to play soccer, cricket, and other sports. Consequently, playing in the streets has become common, despite the risks posed by traffic. Recognizing this issue, Gatorade, in collaboration with Google Maps, developed a solution.

The initiative, known as Gatorade Turf Finder, leverages both historical data and real-time traffic patterns to identify when and where public spaces in Mumbai are empty. This information is used to set up temporary turfs where people can safely engage in sports. By doing so, the program aims to provide safe and accessible playing areas in the city's crowded environment.

Gatorade, PepsiCo India's hydration brand, launched the Turf Finder initiative with Leo Burnett India to promote sports amid the hustle and bustle of metropolitan areas. The program seeks to inspire young individuals to incorporate physical activity into their daily lives by making sports more accessible, even in densely populated urban areas.

Committed to maximizing available space, Gatorade's Turf Finder identifies suitable locations, such as vacant parking lots or empty streets, and transforms them into temporary playing areas. This innovative approach ensures that wherever and whenever space permits, citizens across India's metropolitan cities have the opportunity to play and stay active.

Speaking on the initiative, Ankit Agarwal, Associate Director, Energy and Hydration, PepsiCo India, said, “Gatorade has consistently championed the importance of fitness and an active lifestyle as integral components of well-being. However, in today’s fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle.”

“This is a true HumanKind idea where we are using technology to find solutions for modern day problems. Our cities are temporal in nature, they behave differently by day and different by night. We have validated this spirit and used historic Google map data to find empty spaces at specific times which can be made into a turf. The most exciting part is that this campaign can be scaled across the country and not only promote an active lifestyle but also make a cultural impact in communities making sport an equalizer,” Rajdeepak Das, Chief Creative Officer at Publicis Groupe South Asia and Chairman at Leo Burnett South Asia, added.

AWARDS
Cannes Lions 2024
Gold in Creative Data
Bronze in Entertainment Lions for Sport

CREDITS
Brand: Gatorade (PepsiCo).
Associate Director, Energy and Hydration: Ankit Agarwal.

Creative Agency: Leo Burnett Mumbai, India.
Chief Creative Officer at Publicis Groupe South Asia and Chairman at Leo Burnett South Asia: Rajdeepak Das.

Production Company: Offroad Films.
Director: Akanksha Seda.