Boost: #GameStaminaKa

Boost, a malt-based food drink (MFD), ran the #GameStaminaKa campaign in India to build saliency and brand attributes among girls through showing that sporting prowess is not gendered.

The communication goal

Boost, India's leading Malt-based Food Drink (MFD), always communicates that every kid, irrespective of limitations, can emerge victorious owing to their grit, and STAMINA.

Boost has built this stamina messaging through an evergreen association with cricket by having legends like Sachin Tendulkar, MS Dhoni and Virat Kohli as brand ambassadors. But this brand narrative holds LESSER RELEVANCE FOR YOUNG GIRLS and ultimately alienates them. Why?

Because gender inequality creates a negligible picture of women's cricket in India.

OBJECTIVE: Establish that sporting prowess is determined by stamina, and not gender, to build a salient and stronger brand association...

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