To break the typical prejudice that ‘girls cannot play sports or should stick to a particular sport’, Boost which is India’s one of the most reputed health food drinks brands has come up with an advertisement campaign that features MS Dhoni.
In India, even though girls have shown winning performances across sporting events, they are being judged and questioned about their stamina and talent. Cricket which is the most popular and welcoming sport in India is not so welcoming for girls as society has created a lot of social barriers and prejudice that prevent girls from playing the game.
Boost has created this campaign to motivate the youth to take up their beloved sport no matter their gender and challenge themselves even when the odds are against them.
The advertisement features the iconic tagline, “Boost is the secret of my energy” and will be telecasted on television, social and digital media by the TVC film. The ad features MS Dhoni and a little girl having a fierce cricket duel on a Tennis Court where she gives the ex-Indian captain a fierce bowling performance.
Brand ambassador MS Dhoni said, “I’m thrilled to be part of the Boost family, a brand that I’ve been associated with for many years. Young girls also dream of playing the game of cricket and not be told to play specific games. Boost is encouraging girls to follow their dreams and play the game that they love. I truly resonate with the brand’s value of taking on any kind of obstacles with grit and I hope to motivate young players, especially girls to own and celebrate the game of cricket, with my journey with Boost.”
Krishnan Sundaram, Vice President, Nutrition Category, HUL, said, “Boost has a cherished legacy of inspiring kids to work hard, persevere and overcome big challenges with their stamina. With this campaign, we want to spark tough conversations to support talent devoid of gender notions. Boost wants to encourage girls to overcome prejudice with their talent and stamina and play the game they love. This campaign will definitely be the start of the journey on supporting girls’ cricket for Boost.”
Joy Chauhan, Managing Partner & Senior VP, Wunderman Thompson, Delhi, added, “For generations, Boost has inspired the youth to sweat it out and perform beyond expectations. When you have the stamina to fight it out, it’s then you see obstacles becoming steppingstones towards the bigger game. This campaign not only inspires the youth but has the potential to inspire each one of us to understand, performance has no gender. In this campaign, Boost gives voice to the girl child who’s a talented sports person with oodles of passion and stamina. Boost is the secret of her energy too”.