
In India’s bustling cities, space to play is scarce. Between traffic, construction, and dense housing, young people often lack access to safe, open areas for sports. Gatorade, a brand built on movement, saw this not as a limitation—but as a challenge. With “Turf Finder”, Gatorade launched a geo-mapping initiative that identified overlooked urban spaces—parking lots, alleys, rooftops—and transformed them into micro-playgrounds. It wasn’t just a campaign—it was a call to reclaim movement.
Campaign Overview
Developed by Leo Burnett India, “Turf Finder” launched in 2024 across major Indian cities. Using historical maps, satellite data, and on-ground scouting, Gatorade identified underutilized spaces that could safely host informal sports. These locations were added to a digital map accessible via mobile, allowing users to find nearby “turfs” for football, cricket, running, or stretching.
The campaign was supported by a hero film, influencer content, and a 360° media rollout across outdoor, digital, and social platforms. It also included community activations where Gatorade helped clean and mark play zones in collaboration with local volunteers.
Campaign Objective
Gatorade aimed to:
Promote physical activity and sports culture among urban youth
Reinforce its brand identity as a catalyst for movement and wellness
Address the lack of recreational infrastructure in Indian metros
Create a scalable, tech-enabled solution for community engagement
The goal was to turn every corner into a court—and make play possible anywhere.
Execution
Speedrun Challenge: Players competed to cook KFC-style fried chicken as fast as possible using Zelda’s in-game cooking system.
Colonel Lookalike Activation: The campaign highlighted the in-game character’s resemblance to Colonel Sanders, turning him into an unofficial mascot.
Social Media Rollout: Gamers shared their runs using #TheRecipeRun, creating over 100 hours of organic content.
Microsite & Leaderboard: A dedicated site tracked top performers and rewarded creativity and speed.
Global Participation: Gamers from 17 countries joined the challenge, turning it into a cross-cultural celebration.
Brand Impact
“Turf Finder” positioned Gatorade as a socially conscious, movement-first brand. It resonated with Gen Z, urban athletes, and wellness advocates. The campaign also elevated Gatorade from hydration to activation—making it a partner in play, not just a product.




Results
Turf Finder by Gatorade transformed India’s urban landscape by mapping thousands of turf zones across major metros, making sports more accessible to youth in dense city spaces. The initiative led to 150+ new locations identified via mapping tools and 20+ new turf grounds allocated by the BMC, directly fostering grassroots sports culture.
The campaign drove 121% growth in sales volumes and saw high engagement on Instagram and YouTube, resonating strongly with young athletes. It was featured in Creative Brands, Financial Express, and Storyboard18, and went on to win Cannes Lions Gold in Outdoor and Sustainable Development Goals. The result — a major lift in brand sentiment and youth engagement across Tier 1 and Tier 2 cities.
Lessons Learned
“Turf Finder” teaches us that space is what you make of it. The campaign also shows the power of tech-enabled inclusion—when you map opportunity, you multiply it. And finally, it proves that brands can be urban allies, helping cities move better, together.