Gatorade to launch ‘Turf Finder’ to unlock urban playgrounds

The first Turf will be launched in Mumbai and other metropolitan cities including Bengaluru.

Speaking about the initiative, Ankit Agarwal, Associate Director, Energy & Hydration, PepsiCo India, said, “Gatorade has consistently championed the importance of fitness and an active lifestyle as integral components of well-being. However, in today’s fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We firmly believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle. By providing convenient and inviting spaces for play, we hope to inspire communities to embrace the intrinsic value of staying active amidst the demands of modern life.”

Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo Burnett, said, “This is a true HumanKind idea where we are using technology to find solutions for modern-day problems. Our cities are temporal, they behave differently by day and by night. We have validated this spirit and used historic Google map data to find empty spaces at specific times which can be made into a turf.”

How does the platform work?

The platform utilising historical maps data, will pinpoint locations, including vacant parking lots or empty streets, and transform them into accessible playing areas for citizens across India’s metropolitan cities.