Khudse: When MILO Taught India's Athletes to Cheer for Themselves

In July 2022, two organizations with a common mission came together to create something meaningful for Indian sports. Nestlé MILO joined forces with Inspire Institute of Sport (IIS), one of India's premier training centers with a vision to create and develop Olympic champions in India. What emerged from this partnership was more than just a brand collaboration—it was a campaign that spoke directly to the heart of what makes champions: the ability to motivate oneself.

IIS leverages its world-class infrastructure, finest coaching, and sports science to scout for young athletes and train them to become future Olympians. They have already been successful in producing three Olympic medalists, including Tokyo Gold medalist Neeraj Chopra. For MILO, a brand that has believed in the importance of sports and providing nourishing energy to young champions for over 80 years globally, this partnership was a natural fit.

The Face of #Khudse

The campaign featured javelin star Neeraj Chopra along with budding athletes—high jumper Dev Karthick from Tamil Nadu and judo champion Olivia from Manipur. This diverse representation of sporting disciplines was deliberate, showing that the campaign's message applied across all athletic pursuits.

Neeraj Chopra, fresh from his historic Tokyo Olympics gold medal win, brought not just star power but genuine belief in the campaign's core philosophy. Speaking on the partnership, he said, "It is extremely encouraging to see an established brand like MILO partner with the Inspire Institute of Sport and work collectively towards the common goal of helping athletes be the best versions of themselves. I am a firm believer in the power of self-motivation and am thrilled to be part of this campaign between IIS and MILO which aims at taking this message to the countless young athletes across our country who are training hard every day".

What 'Khudse' Means

The campaign title itself carries profound meaning. "Khudse" in Hindi translates to "with oneself" or "by oneself"—a simple phrase that encapsulates a powerful truth about athletic achievement and personal growth.

Titled 'Khudse', the campaign highlights how these champions succeed by encouraging and motivating themselves to push boundaries and beat their own records. The message was clear: while external support, coaching, and infrastructure matter, the ultimate drive to excel must come from within.

The campaign showcases how these champions overcame several obstacles by uplifting themselves to push the boundaries and create new records. This wasn't about competing against others—it was about competing against oneself, about pushing personal limits, about the internal dialogue that separates good athletes from great ones.

The Strategic Partnership

Beyond the creative campaign, the partnership had tangible, practical components. In this unique partnership, as the Official Dairy Partner of IIS, Nestlé India contributed one year's worth of Nestlé a+ milk and MILO RTD (Ready to Drink) to IIS athletes.

This wasn't just about brand visibility—it was about genuine support for athletes in training. Nutrition is a critical component of athletic performance, and MILO's commitment to providing these products for an entire year demonstrated investment in athletes' development beyond just marketing.

Mehernosh Malia, Head of Dairy Business at Nestlé India, explained the partnership's significance: "We are proud to partner with Inspire Institute of Sport and extend our humble support to them in building the future sporting talent of India. Their rigorous screening process, state-of-the-art training facilities, experienced coaches and mentors from around the world will help them realize their mission. Our partnership with IIS is a perfect fit with MILO's commitment towards nourishing young champions and inspiring them to develop the grit within".

The Campaign Philosophy

The core message of #Khudse went deeper than typical sports marketing. "Through the new campaign 'khudse' we encourage young champions to not wait for any external reinforcement but to cheer for themselves and push their own boundaries, with their grit and passion", Malia elaborated.

This philosophy challenges the conventional narrative of athletic success. Often, we hear about coaches who believed in athletes, families who supported them, or crowds that cheered them on. While these external factors matter, the #Khudse campaign emphasized something equally important but less discussed: the athlete's internal voice.

The campaign recognized that in the loneliest moments of training—during the early morning runs, the repetitive drills, the moments when the body screams to stop—it's the athlete's own voice that makes the difference. External motivation can inspire, but self-motivation sustains.

Rushdee Warley, CEO of Inspire Institute of Sport, added perspective on why nutrition partners like MILO matter: "Nutrition plays as defining a role as some of the more obvious aspects when it comes to determining success in sport". This acknowledgment positioned MILO not just as a beverage but as a partner in the holistic development of athletes.

Why This Message Mattered in 2022

The timing of the campaign was significant. India was experiencing a surge in sporting consciousness post-Tokyo Olympics. Neeraj Chopra's gold medal had ignited conversations about India's potential in global sports. The country was looking ahead to future Olympics, Asian Games, and other international competitions with renewed optimism.

In this context, the #Khudse campaign served multiple purposes. For aspiring young athletes across India who were training in various sports, the message of self-motivation was both inspiring and practical. It acknowledged the hard work happening in training centers, small-town grounds, and makeshift facilities across the country—places where external validation might be scarce but where dreams were being nurtured.

For IIS specifically, the campaign highlighted the institute's role in producing Olympic talent while showcasing their comprehensive approach to athlete development. The partnership with MILO added credibility and resources to their mission.

MILO's Brand Positioning in India

This campaign was part of MILO's broader strategy in the Indian market, where the brand has had a complex journey. The cocoa-malt beverage has been tremendously successful globally but has faced stiff competition in India's health drink segment dominated by established players.

By aligning with sports excellence, Olympic champions, and premier training institutes, MILO was positioning itself not just as another health drink but as a brand intrinsically connected to sporting achievement and athletic development. The #Khudse campaign reinforced MILO's global identity as a beverage for active, sports-oriented youth while adapting that message for the Indian context.

The campaign's focus on self-motivation also differentiated MILO's messaging. Rather than making direct product claims or comparing nutritional charts, the brand connected emotionally with its target audience through values and philosophy.

The Athletes' Stories

While Neeraj Chopra was the star attraction, the inclusion of Dev Karthick and Olivia was equally important. These were athletes at different stages of their journey—recognized talents working toward their Olympic dreams. Their presence in the campaign made it relatable to young athletes who might not yet be household names but were working just as hard.

Dev Karthick, the high jumper from Tamil Nadu, represented the regional diversity of Indian sports talent. Olivia, the judo champion from Manipur, showcased both gender diversity and the strength of India's Northeast in combat sports. Together with Chopra, they painted a picture of Indian sports that was inclusive, diverse, and aspirational.

Beyond the Campaign: Long-term Impact

The #Khudse campaign wasn't designed to be a one-off advertisement. It represented a sustained partnership between MILO and IIS, with implications extending beyond immediate marketing benefits. The year-long supply of products to IIS athletes was a tangible commitment. The association with athlete development programs signaled MILO's intent to be seen as a long-term partner in Indian sports growth.

For young athletes watching the campaign, the message had staying power. "Khudse"—with oneself—is a philosophy that applies not just to sports but to any pursuit requiring sustained effort and self-discipline. Whether facing academic challenges, professional obstacles, or personal goals, the principle of self-motivation remains relevant.

The Intersection of Brand and Purpose

What made the #Khudse campaign effective was its authenticity. MILO wasn't pretending to create champions—IIS was doing that work. The brand wasn't claiming its beverage alone would produce Olympic medals. Instead, MILO positioned itself as one component in the ecosystem of athlete development, alongside proper training, facilities, coaching, and crucially, the athlete's own determination.

This honest positioning created credibility. Mehernosh Malia's statement about extending "humble support" reflected an understanding that athlete development is complex and that MILO's role, while valuable, was part of a larger picture.

The campaign also respected its audience's intelligence. Young athletes know that success requires more than drinking a particular beverage. But they also understand the importance of proper nutrition, and they value brands that genuinely support athletic development rather than just exploiting it for marketing.

Measuring Success Beyond Metrics

While traditional advertising campaigns are measured in reach, impressions, and sales figures, the #Khudse campaign's success could be measured in less tangible but equally important ways. Did it inspire young athletes to persevere through challenging training sessions? Did it contribute to normalizing conversations about self-motivation and mental strength in sports? Did it enhance MILO's association with serious athletic pursuits in the Indian market?

These questions don't have simple numerical answers, but they speak to the campaign's deeper purpose—contributing to a cultural shift in how India approaches sports, athlete development, and the psychology of excellence.

A Campaign That Practiced What It Preached

Perhaps the most interesting aspect of the #Khudse campaign was that it embodied its own message. Just as it encouraged athletes to believe in themselves without waiting for external validation, MILO was making a bold statement in a competitive market dominated by established brands. The brand was, in a sense, cheering for itself—believing in its positioning, backing its strategy with genuine investment, and pushing its own boundaries in the Indian market.

The partnership with IIS and the association with Olympic champions like Neeraj Chopra represented MILO's own commitment to excellence and its willingness to invest seriously in its brand positioning rather than taking shortcuts.

Marketing Lessons from the #Khudse Campaign

The MILO #Khudse campaign offers several invaluable lessons for marketers, brands, and anyone interested in building meaningful connections with their audience.

1. Partnership Over Pure Sponsorship

MILO didn't just pay for logo placement or a celebrity endorsement. They became the Official Dairy Partner of IIS and committed to a year-long supply of products. This demonstrates that meaningful brand-building sometimes requires going beyond advertising spend to make tangible, sustained commitments. Real partnerships create deeper brand associations than transactional sponsorships.

2. Know Your Place in the Ecosystem

The campaign's authenticity came from MILO acknowledging it was "one component" in athlete development, not the solution. This honest positioning builds more credibility than exaggerated claims. When brands understand and communicate their genuine role rather than overpromising, they earn trust. MILO positioned itself as a supporter, not a savior—and that humility resonated.

3. Message Universality Expands Reach

"Khudse" (with oneself) worked because it transcended sports. While rooted in athletic training, the philosophy of self-motivation applies to students, professionals, and anyone pursuing goals. Universal messages allow campaigns to reach far beyond their immediate target audience while maintaining coherent brand identity. The best taglines can live in multiple contexts.

4. Timing Matters: Ride the Cultural Wave

Launching in July 2022, post-Tokyo Olympics with Neeraj Chopra's historic gold medal, the campaign rode a wave of sporting enthusiasm in India. The country was hungry for stories about sporting excellence and Olympic preparation. MILO understood the cultural moment and aligned their message with the national conversation. Strategic timing amplifies campaign impact exponentially.

5. Diversity Tells a Bigger Story

Featuring Neeraj Chopra (javelin), Dev Karthick (high jump), and Olivia (judo) from different regions and disciplines sent a message: this isn't about one sport or one athlete. It's about the spirit of excellence across Indian sports. Diverse representation makes campaigns more inclusive and relatable to broader audiences while avoiding the perception of favoritism.

6. Put Money Where Your Mouth Is

The year-long product supply commitment wasn't just marketing—it was investment in the cause. Audiences, especially younger ones, can detect when brands are exploiting causes versus genuinely supporting them. Tangible commitments beyond ad spend demonstrate authentic investment in the values you're promoting.

7. Let Athletes Speak for Themselves

Neeraj Chopra's quote about being "a firm believer in the power of self-motivation" didn't sound like marketing copy—it sounded genuine. When celebrity endorsers actually believe in the campaign message and can articulate it authentically, it shows. Choose brand ambassadors who align with your values naturally, not those who'll just read a script.

8. Focus on the Journey, Not Just the Glory

The campaign highlighted "how these champions overcame several obstacles by uplifting themselves"—it focused on the process of becoming a champion, not just the podium moment. This makes the message more actionable and relatable. Most people won't win Olympic gold, but everyone faces obstacles and needs self-motivation.

9. Create Campaigns That Practice What They Preach

MILO was encouraging athletes to believe in themselves without waiting for external validation. Simultaneously, MILO itself was making a bold move in a competitive Indian market dominated by established players. The brand was, metaphorically, cheering for itself. Campaigns gain depth when the brand's actions mirror the message they're promoting.

10. Build for Long-Term Brand Equity, Not Just Short-Term Sales

This wasn't designed to spike sales in the next quarter. It was about positioning MILO as intrinsically connected to sporting excellence and athlete development in India. Long-term brand building requires patience and sustained investment. The strongest brands play the long game, building associations that compound over years.

11. Address the Psychological Dimension

Most health drink advertising focuses on nutrition, energy, or physical benefits. MILO's #Khudse campaign addressed the mental and emotional dimension—self-motivation, internal drive, psychological resilience. In sports (and life), the mental game is crucial. Brands that understand and address the psychological needs of their audience create deeper connections.

12. Strategic Alignment Creates Authenticity

The partnership between MILO (nourishing young champions for 80+ years globally) and IIS (developing Olympic champions) was natural, not forced. Both organizations shared a mission around youth sports development. Strategic partnerships work best when there's genuine alignment in values, missions, and target audiences—not just opportunistic commercial arrangements.

Conclusion: A Message That Transcends Marketing

In the end, the #Khudse campaign worked because it was built on a truth that resonates beyond product marketing. The best motivation is internal. The hardest competition is with ourselves. And the most meaningful victories are the ones we achieve by pushing our own boundaries rather than just defeating others.

Neeraj Chopra expressed hope that "through this campaign we are able to inspire the next generation of Indian athletes to push harder and give their best". Whether measured in immediate sales figures or in the longer arc of India's sporting culture, the #Khudse campaign represented something valuable: a brand choosing to contribute to a conversation about excellence, self-belief, and the internal drive that transforms potential into achievement.

In a world where external validation—likes, shares, applause—often seems paramount, "Khudse" reminded us that the most important voice cheering us on is our own. And sometimes, that's the voice that matters most when pushing boundaries and creating new records.

For MILO, this wasn't just about selling a beverage. It was about becoming part of India's sporting story—not as a spectator, but as a supporter of the athletes who motivate themselves to be extraordinary. And in doing so, the brand created a campaign that was, itself, a testament to pushing boundaries and believing in one's own potential.

The twelve marketing lessons from #Khudse serve as a blueprint for brands seeking to create campaigns with genuine impact—campaigns that don't just sell products but contribute meaningfully to the conversations and causes that matter to their audiences. In doing so, they prove that the best marketing isn't about shouting the loudest; it's about standing for something worth believing in.