New Delhi,  September 2023.

 LimcaSportz, the hydration drink from Coca-Cola India’s home-grown brand Limca, becomes the Official Sports Drinkof the ICC Men’s Cricket World Cup 2023, a testament of its commitment to supporting athletes and active individuals.

With its scientific formulation, LimcaSportz Ion 4 is a low-calorie sports beverage that combines the power of glucose, electrolytes (Sodium, Potassium, Calcium, Magnesium)and B-vitamins to provide rapid rehydration and sustained energy during physical activities. Created by experts, Limca Sportz Ion 4 is the quintessence of professional sports hydration. It excels at the three crucial aspects of sports performance- Rehydration, Reenergizing and Replenishing. It not only satisfies taste but also conveys a powerful message of #RukMat (never stop), embodying the relentless spirit of perseverance and vitalityof both the brand and cricketers.

Fully geared to kindle the enthusiasm of cricket lovers, the brand has launched Yo-Yo Test challenge, an ultimate testfor consumers to track their fitness caliber, further building on LimcaSportz ability to provide advanced hydration.The Yo-Yo test is a comprehensive measure of an individual's aerobic fitness and endurance, and a key component for athletes aiming to performtheir best.Leveraging the steadfast fervor of sports aficionados, LimcaSportz digital first Yo-Yo test version will feature India’s pride and Olympic gold medalist Neeraj Chopra who will kickstart the campaign on social media. In the latest activation, ‘Yo-Yo test lekeDekhao, World Cup jaane ka Mauka Pao,’ consumers can undertake the challenge by scanning the QR code on LimcaSportz bottle and stand a chance to win tickets to World Cup Matches, further building their eagerness and excitement.

With cricket being a passion point for the entire nation, LimcaSportz has also partnered with 60+ colleges across the country encouraging youth to unleash their inner fitness enthusiast. The dynamic dashboard will bring together colleges taking the LimcaSportz Yo-Yo Test challenge. The winning teams will get exclusive tickets to watch aWorld Cup Match. LimcaSportz will enable rehydration during these fitness tests.

Speaking about this collaboration, Karthik Subramanian, Director, Marketing - Hydration, coffee and tea category, Coca-Cola India and Southwest Asia said, "LimcaSportz is proud to be the Official Sports Drinkof theICC Men’s Cricket World Cup 2023. We're thrilled to support athletes from around the world with our rehydration drink that has both great taste and functional benefits. The dynamic Yo-Yo test challenge features the incredible Neeraj Chopra, India’s first-ever World Athletics Championships gold medalist. Known worldwide for his tenacious spirit and unwavering commitment, he is an ideal choice to kickstart the fitness test."

Neeraj Chopra, the renowned Olympic and World Athletics Championships gold medalist, also shared his excitement, on the LimcaSportz Yo-Yo Challenge, stating, "I’m thrilled to be partnering with LimcaSportz. LimcaSportz is enabling hydration among athletes, which is important to maximize performance and prevent injuries. This challenge is one that promotes efficient performance and motivates each participant to continuously push their boundaries.”

The Yo-Yo Test Challenge’ was conceived by WPP Open X. Commenting on the creative insight behind the campaign, Varun Anchan, creative lead, said "The Yo-Yo test is the ultimate fitness test for cricket, and a standard that athletes including cricketers adhere to as a fitness metric. LimcaSportz is an advanced hydration productthat enablesathletes to give their best. The idea was born out of theproduct’s functionality,linking it to the Yo-Yo test challenge. With Olympian athlete Neeraj Chopra spearheading the campaign, we are partnering with several athletes & fitness advocates to prep both players and fans for the upcoming ICC Men’s World Cup 2023. “

Limca Sportz enables rehydration and helps balance higher endurance during exercise performance– making it the go-to beverage for people who believe in pushing limits and achieving great heights.

The campaign revolves around the pack and is supported by multimedia communication, an online platform experience & on ground activations.