A new campaign by Boost, one of India’s most renowned health food drink companies, is focused on breaking misconceptions about girls and cricket. To inspire females to play their favorite sport, Boost’s new campaign wants to shed light on the stereotypes they face when playing sports, and cricket is a prime example.
Although they succeed in athletics, girls still face discrimination despite their ability and stamina. Even in India’s most popular sport, cricket, females encounter some societal hurdles and prejudices that hinder them from participating in the sport and achieving their goals. Young people are urged to stay focused and motivated by Boost, which encourages athletes to pursue the sport they love. The brand wants to inspire the next generation of athletes with courage, persistence, and stamina. For more than 30 years, Boost has been motivating youngsters to be their best selves, even when the odds are against them.
As part of a 360-degree campaign that includes television, social media, and digital media, a TVC video will be used as a centerpiece of this campaign. The purpose of the TVC starring MS Dhoni and a young athlete is to highlight the importance of talent and stamina in a player. Unbeknownst to him, Dhoni happens to come into the protagonist playing cricket on the tennis court. Cricket is not a girl’s sport, according to the lads surrounding Dhoni!! Action follows her response, with her picking up a ball and throwing it to Dhoni. Hence, showing that the game is not characterized by gender, but rather by grit, tenacity, and endurance.
In the video, she wins a tough struggle on a tennis court, securing her next-level chance. Finally, we show Dhoni and the little girl sipping on Boost together, along with the classic slogan ‘Boost is the key to our vitality.
According to brand ambassador MS Dhoni: “I’m pleased to be joining Boost, which I’ve worked with for many years, on this campaign.” Children dream of playing cricket and not being told what to do. Encourage females to follow their passions and play the games they enjoy with Boost’s help. It’s important to me that young players, especially females, own and enjoy the game of cricket, and I hope that my journey with Boost will inspire them to do the same.”
According to Krishnan Sundaram, Vice President of HUL’s Nutrition Division: Boost has a long history of motivating children to work hard, persist, and conquer great obstacles with their stamina. With this campaign, we hope to start challenging dialogues about how to encourage women’s talent, regardless of their gender identity. It’s Boost’s goal to inspire females to overcome their prejudices through their skill and stamina and pursue the sport they love, no matter what. A new era of support for girls’ cricket will begin with this campaign for Boost.
Social media and digital platforms will be used to promote the campaign.
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