Boost, one of India’s most trusted health food drink brands launched a new campaign aimed to break stereotypes around girls and cricket.
The new Boost campaign aims to highlight the perceptions that shape girls while playing sports, cricket in particular, and encourage them to play the sport they love.
Despite showcasing winning performances across sporting events, girls in sports are still facing the prejudice independent of their talent and stamina. Even in cricket, universally loved in India, girls face many social barriers and prejudice that prevent them from playing the game.
Boost aims to provoke the youth to stay determined and encourage athletes to play the game they love. With grit, perseverance and stamina, the brand hopes to inspire the next generation of athletes. Boost has a rich legacy of inspiring the underdog in kids and giving them the right motivation and stamina to overcome challenges, even when the odds are against them.
The 360-degree campaign that will span television, social and digital media is headlined by the TVC film. The TVC featuring MS Dhoni alongside a young athlete simply aims to bring to light the key role and impact of talent and stamina in a player. Dhoni walks in on the protagonist playing cricket at a tennis court, which surprises him.
The boys accompanying Dhoni state that Cricket is not a girl’s sport! The film then follows the young girl’s response with action, as she picks up the ball to bowl to Dhoni. Thus, proving that the game cannot be defined by gender but by grit, perseverance and stamina. A fierce battle unfolds on a Tennis Court where she clinches her next-level opportunity in the film. As the advertisement ends, Dhoni and the young girl are seen drinking Boost together along the iconic tagline of ‘Boost is the secret of our energy’.