Radiohead brands portfolio expands with the launch of Hustle™ energy drink. Unveiled through new campaign “Dreams are free, #HustleModeOn for everything else – Food Marketing Technology”

In an effort to energize youth and inspire them to achieve their dreams, Radiohead Brands, makers of Jimmy®, the market leader in mixers, announced the launch of their energy drink, HUSTLE™. Along with the launch, the brand also launched its new campaign “Dreams are free, #HustleModeOn for everything else” to encourage the youth of today to fearlessly pursue their ambitions and achieve their goals. Through the film, the brand seeks to show unwavering support for the youth who epitomize the determination and drive to achieve their goals.

Conceived by the Radiohead Brands team, who also led the creative deployment for the Jimmy K© brand, the video campaign tells a compelling story about a team of two young entrepreneurs pitching to investors to secure funding for their business venture. As the youth navigate the high-pressure world of entrepreneurship, one of them drifts off into a utopia. In this fantasy realm, the protagonist imagines the life he wants after getting through funding and moving towards his dreams and goals. Meanwhile, the hero’s companion brings him back to the real world by saying – ‘Dreams are free, it’s time to hustle!’ The campaign itself is a change from the traditional marketing code of the energy drink category.

Commenting on the launch, Ankur Bhatia, Founder & CEO, Radiohead Brands said, “Hustle energy drink embodies the ever-active spirit of the young millennials and Gen Z who are relentlessly working towards achieving their dreams. Even through the brand film ‘Dreams Are Free, For Everyone #HustleModeOn’, we encourage people to relentlessly pursue their dreams, wherein each sip of Hustle will act as a catalyst to fuel and boost one’s energy, bringing them closer to realizing their aspirations.

Nitin Bhardwaj, Co-Founder and COO Radiohead Brands, said, “Hustle is founded on the core principle that turning your dreams into reality requires proactive and unwavering dedication. With Hustle as an ally, there is no limit to what one can achieve. As a company deeply dedicated to the pursuit of excellence and innovation, we take immense pride in introducing this beverage to the market. We sincerely hope that this will serve as an inspiration to the youth to unleash their full potential and strive for greatness.”

Hustle Energy Drink is not just a drink; It is a symbol of empowerment and a catalyst to achieve dreams. It is formulated with B-Vitamins, Taurine and Caffeine, and after much deliberation and A/B testing has been created keeping in mind consumer tastes and needs. The company began testing and selling Hustle online about two years ago, A/B testing it with consumers and fine-tuning its recipe and packaging design. The Ultimate Hustle Energy Drink product made in Dubai, which comes in a single classic flavor in a premium 250ml can. Price Rs.60. Currently available in over 10 cities and is being distributed nationally through the D2C website HustleEnergyDlink.com.