Mumbai: To mark World Milk Day 2022 on 1 June, Godrej Agrovet’s dairy brand Godrej Jersey has unveiled a new digital video (DVC) to launch an apple flavoured energizing drink under its brand 'Recharge'. The new ad film highlights its USP of being a hydrating drink that serves ‘Bijlee jaisi energy’.

The DVC has been conceptualized by leading advertising agency R K Swamy BBDO in Hindi, Telugu, Tamil, and Kannada. It powerfully demonstrates the uniqueness of the product by equating ‘Recharge’ with ‘Bijlee’, which boosts and replenishes lost energy on a hot summer day.

Recharge is a rejuvenating drink infused with whey proteins that recharge consumers by replenishing the lost energy. It will now be available in four distinct flavours- apple, mango, orange and lemon across Telangana, Andhra Pradesh, Karnataka, Tamil Nadu, Kerala, Delhi, Punjab, Mumbai, and Nagpur at INR 10 per 180 ml pack.

Commenting on the launch, Godrej Jersey CEO Bhupendra Suri said, “Protein inclusion is extremely critical in today’s fast-paced lifestyle. Consuming an energizing drink at an economical price-point of INR 10 is an expedient and convenient way for a majority of our population to include healthy proteins in their hydration needs. We are confident that this is a category-defining product. With this launch, we aim to double our category revenue by FY24.”

R K Swamy BBDO strategy head Valluri Seshagiri Rao said, “We needed to showcase Godrej Jersey Recharge’s benefit of providing an “energy boost” uniquely and powerfully. An electrifying drink gives you an instant rush -- ‘Bijlee jaisi energy!’ Therefore, we equated Recharge with ‘Bijlee’. Visually too, we wanted some transformation in a unique way that could become a property associated with just Recharge for future campaigns. Hence, the bolts in the eyes and hair-spiking of the characters. We’re sure the advertisement will cut ice with consumers, and more people will queue up for a taste of the Bijlee (Recharge).”