A health food and beverage company, Boost has launched a new advertisement campaign to highlight the hidden gems in the world of cricket. The campaign features newcomers such as Yashasvi Jaiswal, Ruturaj Gaikwad, Avesh Khan, Umran Malik, and Ravisrinivasan Sai Kishore, who have persevered despite adversity.
The ad film depicts these players’ uphill battles, demonstrating to the world through their grit, determination, and unwavering perseverance that ‘game bade ya chhote ground ka nahi, game stamina ka hota hai’. Mindshare has conceptualised this advertisement campaign.
The campaign depicts the obstacles that Boost’s stamina stars had to overcome to reach their current position. The brand has documented the unique stamina journey of newcomers like Ruturaj, who made a comeback much to people’s surprise after suffering a thumb injury. Even though they didn’t have access to suitable playing fields, Yashasvi and Umran continued to show up for practice every day.
Krishnan Sundaram, Vice President, Nutrition Category, HUL, said, “Boost has always strived to become the voice of aspiring athletes regardless of their gender or their background. At the end of the day, Cricket like any other sport requires hard work, perseverance, and stamina to win. With this campaign, we want to tell the world that there’s more to this game than meets the eye.”
Ajay Mehta, Sr. Vice President, Mindshare Content+ & Partnerships, said, “T20 cricket league has always been the breeding ground for some of the best-known talents in Cricket in India. While Boost has always associated with top cricketers to bring alive their stamina stories, this year we wanted to celebrate those youngsters who have made it to this big stage irrespective of their backgrounds or where they hail from. Just like any pitch, we wanted to establish that once you are on the field, it’s the stamina that matters! All the films bring alive their backstories of grit, determination & stamina!”
The multi-platform ad campaign will include television, social media, and digital media.