VML India has launched a new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’, combining social-first storytelling with multi-channel amplification to engage younger audiences during the Indian Premier League season.
Centred on MS Dhoni, the campaign builds on the long-standing association between the brand and the cricketer, while reinterpreting the idea of ‘energy’ for a new generation. Moving beyond traditional endorsement, the narrative positions fan energy as a collective force that fuels Dhoni’s performance, thereby extending the brand’s core proposition into a more participatory and culturally relevant space.
The campaign adopts a social-first approach, designed to align with GenZ consumption patterns and preferences for shareable, authentic content. By tapping into digital behaviours and fan-led communities, the communication strategy seeks to transform passive fandom into active engagement. This is reflected in the campaign’s emphasis on personal storytelling and peer-driven amplification.
A key component of the rollout is its integration of out-of-home and digital activations. High-impact OOH placements across cities including Mumbai, Chennai and Guwahati complement national social media initiatives, ensuring both scale and contextual relevance. The campaign also collaborates with fan pages and influencers, including superfan Saravanan Hari, to create a more authentic, community-driven narrative.
The campaign reframes the iconic ‘secret of my energy’ platform by shifting the focus from individual performance to collective belief. This evolution reflects a broader cultural insight that energy today is not just physical but emotional and shared, particularly in the context of cricket fandom in India.
Jaibeer Ahmad, managing partner – north, VML India, said, “Boost has always stood for the energy that fuels belief. With this campaign, we celebrate the powerful connection between champions and their fans – because behind every great performance lies the unwavering energy of millions who believe. Today, energy is not just physical – it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness. Boost Milkshake – the new secret of Mahi’s energy.”
Nakul Sharma and Tirtha Ghosh, senior vice president and executive creative directors, VML India, added, “In a country like ours, MS Dhoni isn’t just a player, he’s a phenomenon – a source of belief, calm, and unmatched energy for millions. With Boost Milkshake, the thought was to tap into that cultural truth and give it a fresh, relevant twist. Turning fandom from a passive emotion into an active source of energy felt like a natural leap – where the same energy that powers Mahi lives within his fans too.”
Shailee Chatrath Tyagi, head of brand building – lifestyle nutrition, Hindustan Unilever Limited, said, “Boost is the OG of cricket culture. While 'The Secret of My Energy' & our bond with Dhoni is legendary, today that energy is mirrored by his millions of fans in the stands. With the national launch of Boost Milkshake in a ready-to-drink format, our latest campaign ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal unwavering equation of Mahi x Million fans – crafted with heart alongside VML.”
The campaign’s integrated approach combines cultural insight, celebrity association and community-driven amplification to create a high-impact presence during the IPL. By aligning product messaging with fan sentiment and digital engagement, the campaign aims to strengthen Boost Milkshake’s relevance among younger consumers while reinforcing its legacy within cricket culture.
