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Learn to play a bigger game
Boost has launched a three-part digital video campaign with the youth icon Virat Kohli. With this campaign, the brand intends to take its theme of ‘Play a Bigger Game’ beyond an inspiring message to actually providing kids with an opportunity to prepare to play by learning it from Virat himself.
Boost has launched a three-part digital video campaign with the youth icon Virat Kohli. With this campaign, the brand intends to take its theme of ‘Play a Bigger Game’ beyond an inspiring message to actually providing kids with an opportunity to prepare to play by learning it from Virat himself.
The video features how Virat coaches a young kid in his own unique and unconventional ways. Boost plans to drive over 10 million views for the campaign by promoting it across digital platforms like YouTube, Facebook and gaming apps.
Prashant Pandey, EVP Marketing of GSK Consumer Healthcare said, “Last year we had launched a new communication platform called ‘Play a Bigger Game’, in line with the brand purpose of ‘Unleashing the winner in you’.
This platform has worked for us in terms of connecting with the core of eight to 12 year-old kids leading to the good business results. We feel that the platform is so powerful that it can transcend across touch-points to connect with kids across multiple touch-points that are of interest to them.”
He said, “Through our integrated approach module, our creative agency JWT came up with an idea that leverages the platform to actually help kids prepare to play. Hence, we decided to launch the digital series with Virat Kohli to engage with kids.”
He added, “As part of the campaign, Boost is calling out kids to share their videos of practice and win a chance to train with Virat himself. We are confident that this will help in a big way in strengthening the love for Boost amongst kids.”
Talking about the association with Boost, Virat Kohli said, “Right since I was a kid, Boost, led by stalwarts like Kapil Dev, Sachin, MS Dhoni, has always been a brand that has inspired kids to unleash the winner in themselves.
I have been associated with Boost for over four years now and elated that the baton is with me now to continue this journey of inspiring kids. The new campaign aims to take this journey forward by helping kids on how to prepare for playing big and winning big.”
