Boost aims to make cricket gender-inclusive through tie up with WCC

Mindshare Content+ and GroupM ESP have worked on the initiative

Apr 04, 2022 04:58:00 AM | Article | Campaign India Team Share - Share to Facebook

Boost, a HUL brand, has partnered with the cricket mobile gaming platform, World Cricket Championship (WCC). 


With this association, the brand has customised a game titled 'Boost: Game Stamina Ka' (Boost: Game of Stamina) within the WCC3 world. The brand aims to propagate the message that playing cricket, just requires stamina and skill, and is not based on the gender of the person. 


To highlight this partnership, Mindshare Content+ and GroupM ESP have conceptualised a campaign to highlight the online cricketing game. The film aims at breaking gender stereotypes in the game of cricket, spreading the word that cricket is not a gender-based game but a game of stamina and skill. 

PR Rajendran, co-founder, CEO, Next Wave Multimedia, said, “WCC is the world’s leading mobile gaming franchise and diversity and innovation has kept it fresh after all these years. We brought in the women’s cricket mode to bring further inclusivity. The game has witnessed more than half a million minutes of engagement from female gamers since the launch of the campaign. We are glad to have partnered with Boost, GroupM ESP and Mindshare India for this initiative which brings focus on women’s cricket.” 


Ajay Mehta, senior vice president - Mindshare Content+ and partnerships, said, “We live in a cricket crazy nation, and we are proud to associate with this campaign that aims to break stereotypes. While the TV and Digital campaign drove home this brand messaging around ‘stamina’ and ‘performance’, it was equally important to demonstrate the message in an engaging manner and at scale. Collaborating with Boost, WCC3 and GroupM ESP, we wanted to appeal to our audiences including women gamers in a unique and compelling way with the ongoing women’s world cup.” 


Subhamoy Das, senior business director, GroupM ESP, said, “While the traditional campaign drives home the brand messaging around ‘stamina’ and ‘performance’, it is equally important to demonstrate the message in an engaging manner and at scale. WCC3 makes for a perfect platform to do so when it comes to women’s cricket with a couple of millions established audience.”