Hand on heart, when asked ‘why we don’t play a sport everyday?’, the most common response from Indians is ‘I don’t know where to play, and to top it off – I don’t have the time.’

So how does a sports drink in India build relevance in a country where no one plays?
To solve this urban problem, we studied the busiest and space starved city, Mumbai. We learnt that the city is temporal in nature, ie. it behaves differently in different times of the day. So, while the areas near our office might be busy in a 9-5 week, they’d be empty during the weekends.
We partnered with Google Maps and studied their historic data, to identify and predict which streets, lanes or public places would be available, to put out court-sized mobile turfs, creating open spaces for people to play. So, when they city gave us space, we dropped a turf. Once the games were over, the city got back their streets.

Turf Finder is platform that allows anyone to find a Gatorade Turf near them, turn up and play.
Seeing the initiative and the participation, the Municipal Corporations of Mumbai and Delhi extended their participation and scaled more turfs under the Fit India Movement.