How Boost targets children on parent’s phones

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

An Indian health drink was able to target the elusive under-12 age group with an advertising campaign via mobile, despite the fact that most of the target audience did not own their own mobile handset.

The campaign for Boost, the GSK-owned malted drink, was a finalist in the I-COM Data Creativity Awards 2018 (San Sebastian, April 2018), where MA Parthasarathy, chief product officer of Boost’s agency, MindShare, described how the brand was driven to launch its first digital campaign, after 30-plus years of reliance on television.

“Boost has been one of the leading brands and a favourite of kids since...

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