Coconut Water brand signs on as Associate Sponsor for Virat Kohli partnered venture
Stepathlon Kids, a movement aimed at getting kids more active, announced today that Cocofly, One of India’s foremost packaged coconut-water brands launched by Nilgai Foods, will be a part of India’s first-ever gamified, mass participation health and wellness platform for kids. Cocofly signs on as Associate Sponsor with Stepathlon Kids for a three year partnership.
Indian cricket captain and fitness icon, Virat Kohli has partnered with Stepathlon Kids to create a generation of healthier, happier, and well-balanced children. With over 10 million obese children reported in India, and increasing evidence linking overall wellbeing to exercise, the movement will encourage kids to play, learn and share their way to a fitter and more fulfilling future in all aspects – physical, nutritional, emotional and mental.
The association between Stepathlon Kids and Cocofly combines the two most important fundamentals of health – eating well and exercise – amplifying the message that health can and must be an essential part of one’s daily routine from an early age.
Natural coconut water is fat-free, low in sugar, rich in essential minerals and tastes great, so Cocofly which is sold in the form of a convenient pack, addresses concerns of people around hygiene and allows consumers to energize themselves anytime and anywhere.
Arjun Gadkari, Co-Founder, Nilgai Foods Pvt. Ltd added, “Cocofly has been launched to fill the gap of a really wholesome and tasty drink that will be enjoyed by kids in a healthy and convenient manner.
It is our belief that the myriad benefits of coconut water should be shared and enjoyed by everyone across the country. Our partnership with Stepathlon Kids ensures that the next generation does not make the same mistakes as the generation before them and is equipped with the right attitudes and healthy habits from an early age. Our visions are aligned: we want to see a stronger, healthier future for this country, and we are confident that this can be achieved more convincingly when we work together with Stepathlon Kids.”
Participants will take part in teams of two in a 30 day race around a “Virtual World” on the Stepathlon Kids platform, as they engage with a digital avatar of Virat Kohli. Each child’s daily activity will be clocked by a Stepathlon Budd-E Pedometer and converted into points on the online platform. Every team will compete with teams across the country and the winners and other lucky participants will get a chance to meet Virat Kohli. Kids will be encouraged to learn from and share engaging content with their peers on the platform. Parents who are critical partners in their children’s growth will be able to participate in their child’s journey on the Race platform through various challenges while also being able to track their child’s wellness metrics.
Ravi Krishnan, Co-Founder & CEO, Stepathlon Lifestyle Pvt. Ltd. said, “Cocofly is a natural partner in the battle against unhealthy beverages and childhood obesity. It is a beverage, which is both tasty and naturally isotonic. Cocofly is a perfect example of the type of organization with which we would like Stepathlon Kids to partner – responsible brands that add value to our movement and share with our core beliefs. We are in conversation with several other organisations for Main Sponsorship, Associate Sponsorship and Media Partnerships to help us maximize reach to positively impact future generations.