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,...

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