New Lion Anthem issues GenZ the royal challenge to #ChooseBold

New Lion | Beckoning a new generation

The whole world is swinging between an emphatic ‘yes’ and a reluctant ‘no’. This simple yet important choice decides the fate of a player. A whirling ball thrown at you at 90 mph won’t wait for you to consider it. It’s a quick decision to flick it, block it, or leave it at that. Seizing the day with each passing moment comes at the cost of a choice. While working hard for success, we often struggle to reach our true potential because we fail to make that choice. Those who choose these options are the new lions of this generation. And this new lion will take us into the new era.

anthem for trailblazers

Royal Challenge Packaged Drinking Water launched ‘Naya Sher’, an anthem for the pioneers. An explosive collaboration between Anthem Divine and Jonita Gandhi, Virat Kohli will present an inspirational tune for the youth. A symbol of hope and faith, ‘Naya Sher’ inspires aspirants to #ChooseBold and break the stigma. Demolish the social shackles and stereotypes that hinder their potential and progress. The new lion is the spark that can light the embers within. Virat’s opening verses really build up the excitement as the intriguing track begins

“Choice Hai Apna Naya Sher.”

play your game

This is your story

(The choice is yours, New Lion. Play your game. You hold on to the story).

Celebration of Trendsetters

Releasing on January 5, 2023, the anthem depicts the journey of the ‘Naya Sher’ who took the path less travelled. The new lion is Gautam Kamath, an Indian figure skating specialist who started skating at the age of 24. Kamath started ‘Jugaad’ in Bengaluru, which has changed the Indian skating landscape. New lion Prarthana Jagan, the vitiligo warrior, is the other new lion the anthem celebrates. Jagan, who is a survivor of an autoimmune disorder that once undermined her self-confidence, has broken down beauty barriers, becoming a model and beauty enthusiast. New Lion Tanvi Geetha Ravi Shankar appears in video and breaks body stereotypes by embracing her true self in the modeling industry. These new lions were featured for their resilience and constant pursuit of their passions on what society inspires and annoys you to do. They encourage the new generation to follow it and understand the legend. As Jonita Gandhi’s powerful Telugu phrase in the anthem says, ‘Gelupe mana santham’ or ‘Victory is ours!’

Seeking New Lion | Competition

Following the release of the anthem and the massive buzz around it, the new Sher Spotted 360° campaign went live from 28 April to 15 May in Bangalore, Hyderabad, Lucknow, Rajasthan and Maharashtra. In addition to on-the-ground activism, there were also contests and giveaways over the radio. Makeshift radio studios were built, which made people more excited. And it added glamor to the glory!

The campaign also caught the attention of popular influencers like Viraj Ghelani, Shubham Gaur and others, who helped spread the word for all the right reasons. Users had to view and screenshot the #NayaSherSpotted ads and then post it on social media tagging the social handles of Royal Challenge to win exciting prizes. Advertisements were shown on YouTube, FB, Instagram during IPL season. Although the curtain has fallen and the contest ends on May 18, 2023 – with contestants winning the RE Hunters 350, One Plus 11 5G and other cool stuff – the word still lives on, and how! The campaign made an impact in the recently held T20 by associating with Royal Challengers Bangalore, Rajasthan Royals, Mumbai Indians, Lucknow Supergiants and Sunrisers Hyderabad.

Ruchira Jaitley, EVP Marketing and Portfolio Head, Diageo India reiterated that the new Lion of Royal Challenge Packaged Drinking Water is dedicated to the new generation, who forge their own path by taking insurmountable risks. Meanwhile, on his association with the brand, Virat Kohli said that being a boy from the heart of West Delhi, he has the same attitude as a new lion. He says this is what made him who he is today, he has never shied away from making bold choices.

What’s not to love about it?