Featuring Jemimah Rodrigues and MS Dhoni, #PowerHasNoGender inspires next generation of women sports enthusiasts during ICC T20 Women Cricket World Cup

New Delhi, 21st  February 2020: To solidify its commitment to the ICC T20 Women’s World Cup, Powerade

has launched '#PowerHasNoGender', a digital campaign which reiterates that the power to dream big, train hard to realize dreams and earn the spotlight has no gender. 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 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.”

Speaking about her association with the campaign, cricketer Jemimah Rodrigues said, “All high-performance athletes need a fuel to boost endurance, hydrate and fight exhaustion. Powerade is an ideal drink for sportspersons who want to go beyond the boundaries and strive for constant improvement. Its special ION4 formulation gives you the extra push required during training and matches. 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”.

Powerade was launched by Coca-Cola in India during Cricket World Cup 2019, as the sports fuel that helps players #powerthrough and perform their best; be it during gruelling practice sessions or during matches. The launch symbolized Coca-Cola India’s entry into the nascent category of sports hydration.  Powerade 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. The beverage contains a good balance of carbohydrates and electrolytes that enables quick fluid absorption and retention, provides higher energy leading to enhanced performance and faster recovery for athletes during an intense physical activity.

About Powerade

Powerade is a global brand of the Coca-Cola Company that delivers hydration and fuels athletes and fitness enthusiasts. Powerade has USD $2 billion annual sales and it is available in 80+ counties around the world.

About Coca-Cola India 

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverage

The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.

For further information on the company's India operations and its products, please visit: www.coca-colaindia.com and www.hindustancoca-cola.com. Follow us on twitter at twitter.com/CocaCola_Ind, or on facebook.