Boost: Stamina stars

Boost, a malt-based food drink brand, launched 13 films in partnership with the Indian Premier League to present the Boost Stamina Stars to kids across India to increase sales through their 'pester power' towards their parents.

The communication goal

Boost, South 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 Tendulkar, Dhoni and Kohli as brand ambassadors.

THINK BOOST = THINK CRICKET.

Now in 2022, Boost decided to make a switch from its South India media presence to a PAN India launch. And our key objectives were:

  1. To create pester power through kids from 7-14-year-olds, living across geographies in India.
  2. build strong salience for our stamina...

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