#JavRun Challenge | YouTube Shorts

YouTube Shorts wanted to grow its presence in India and be the new Instagram Reels. So we tapped into fitness, a genre that had started growing ever since the pandemic with Neeraj Chopra, the country’s newest sports star. We had to create something unmistakably Neeraj in a country that still loved cricket over Olympic medals and niche sports. So we watched the video of his 2020 win over a 100 times and had our AHA moment when we saw his run: a sideways run unique to javelin throwers. So we created a challenge where the main action was Neeraj’s winning run, but context adds all the social-first fun.