Ten x You, a homegrown sports and athleisure company, has launched its biggest brand campaign to date, with the release of a digital-first brand film starring co-founder and chief inspiration officer Sachin Tendulkar.
Built on the premise that “you don’t have to be the best in the world to feel on top of the world,” the Never Stop Playing campaign promotes the joy of movement by encouraging Indians to participate in a variety of activities, including gully cricket, morning runs, dance, cycling, swimming, and community sports.
Through a sequence of realistic experiences and memorable celebrations, it highlights the joy, confidence, and sense of belonging that play brings into people’s lives. The campaign, anchored in the idea of ‘Never Stop Playing’, broadens the definition of sport beyond competition, urging people to celebrate every small triumph and embrace movement as a way of life.
Karthik Gurumurthy, Co-founder & Chief Executive Officer, Ten x You, said, “This campaign is rooted in a simple belief that the joy of sport should belong to everyone, not just elite athletes. At Ten x You, we’ve always believed that you don’t have to be the best in the world to feel on top of the world. With ‘Never Stop Playing,’ we wanted to create more than just a brand film; we wanted to build a movement that inspires people to celebrate everyday play in whatever form they enjoy. By putting participation at the heart of the campaign and encouraging people to engage with our original jingle and share their own moments of play, we’re inviting everyone to become a part of the story.”
In less than 24 hours since its release, the film is approaching 15 million engagements across platforms, indicating an incredibly positive response from audiences. Cricketers Prithvi Shaw and Ayush Mhatre shared the film with their fans, while creators Rahul Dua, Saurabh Dwivedi, and Yuvraj Dua engaged in and reshared the campaign.
Ten x You has gained significant consumer traction in India in just ten months, serving over 100,000 consumers and ranking among the top searches on prominent marketplaces such as Amazon and Myntra. With an annual revenue run rate of more than INR 50 crore, Ten x You continues to diversify its portfolio into footwear, apparel, and active lifestyle categories, while remaining true to its ‘Never Stop Playing’ concept.
