Boost: Game Stamina Ka – breaking gender barriers in gaming

Boost, a malt-based drink company in India, increased brand awareness by creating a gaming platform that helped encourage girls to participate in sports.

Campaign details

Brand: BoostAgency: Mindshare IndiaRegion: APAC

Campaign video

Strategy

Objective

Boost, India's leading Malt-based Food Drink (MFD), has always championed the brand's belief that every kid, irrespective of their limitations, can emerge victorious owing to their grit and determination.

To establish and evolve this messaging, the brand has built a strong association with cricket by having legends like Sachin Tendulkar, MS Dhoni and Virat Kohli as brand ambassadors. Stitching triumphant cricketing narratives, Boost highlights how its scientifically proven '3x stamina' formula helps the underdog kid beat all odds, through stamina.

But, this brand narrative...

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