Athletes. Sportsperson. Marathoners. Fitness enthusiasts. Gym lovers. And anyone for whom fitness is an essential part of everyday living.

All high-performance athletes need a constant companion for their hydration needs. After being an essential part of the everyday routine for them around the world, Powerade is now in India. India’s champion athlete and former cricket captain Mahendra Singh Dhoni is among those who are ready to make Powerade part of their sporting regimen.

“Building endurance and reaching the peak performance are an integral part of the game we play. With Powerade now in India, athletes and fitness enthusiasts will be able to fight exhaustion and elevate their performance. I am happy to be associated with a brand that’s been developed with sports scientists to level up our performance,” Dhoni, also known as MSD, said on the occasion.

As the product rolls out for the Indian markets, MSD will be its brand ambassador.

Powerade is also the official sports drink of the ICC Cricket World Cup 2019. The Powerplay and drinks break during the matches will be branded with Powerade as the official sponsor. The athlete training zone and the hydration breaks during the matches will be ‘Powered by Powerade.’

MSD’s association with the brand is important since he has always been a champion athlete, who has been an integral component of taking the Indian cricket team to great heights. MSD is the only captain who has led the Indian side to win the ICC trophy across all three formats of the game.

Powerade: Choice of champions

Powerade has been specially formulated with ION4 (sodium, potassium, magnesium and calcium) to give that extra powerful push- critical for endurance sports. The beverage contains carbohydrates, electrolytes and flavour that boosts energy, encourages fluid retention, promotes absorption and drives osmotic thirst mechanism. It also increases endurance and delays exhaustion during intense physical activities.

The sports hydration beverage is being launched in 500 ml PET at a price of Rs. 50. It will be available in two flavours – Mountain Blast and Orange.

“The launch reiterates our strategy to drive growth by expanding our category play and offer consumers more of the beverages they want for every occasion in their lives,” Anoop Manohar, Director – Emerging Categories, Coca-Cola India, said.

Sports hydration is a new, emerging category for India and the launch of Powerade marks its entry into the new category. Powerade will be an ideal companion for sportspersons who want to go beyond the boundaries and strive for constant improvement. It has been specially formulated with ION4 (sodium, potassium, magnesium and calcium) to give that extra powerful push required during a high-performance fitness activity or endurance sports.