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Boost is one of the most trusted health drinks companies in India. Over the years, it has built a very positive consumer brand perception. Besides, their ad campaigns have more often than not, revolved around cricket.
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Several Boost ads have seen the likes of Sachin Tendulkar, MS Dhoni and Virat Kohli feature in it. The brand has now taken its advertising strategy a step further. They have now introduced their own interactive world cup experience with a new mobile game, which they made in partnership with World Cricket Championship 3 (WCC3).
"Boost: Game Stamina Ka" was launched on March 4. As the ICC Women's World Cup 2022 is currently taking place, the brand has aimed at popularizing women's cricket to a further extent. It attempts to spread a message that "Game Ladke Ladkiyon ka Nahin, Stamina ka Hai".
It is basically a game that allows the user to pick a custom mode, and battle a male squad with an all-female squad. This interactive game is one of a kind, as it breaks gender prejudice. The brand message over here is that the game isn't about being a boy or girl, but about having stamina.
"Stamina" is the brand's communications message over here. Krishnan Sundaram, who happens to be the Vice President of the Nutrition Category, HUL, expressed his views over the launch of the game. He spoke about how the game promotes the female athletes of the country.
“At Boost, we are constantly discovering ways to connect with our consumers. ‘Boost: Game Stamina Ka’ celebrates our sportswomen who have not only proved their mettle but have also inspired thousands of girls across the world. Through this new game, we believe that we can reach out to ardent cricket fans with a much-needed fresh perspective without compromising on the entertainment quotient.
Our aim has always been to provide the consumers with the best possible experience by constantly innovating and maintaining their interests. The passion and enthusiasm the Indian audience has for cricket will enable them to have a gripping gaming experience," said Krishnan Sundaram as quoted by News 18.