GSK Consumer Healthcare’s health food drink Boost has launched a new anthem for the Boost endorsers, MS Dhoni and Virat Kohli. JWT and Mindshare have conceptualised the work titled, 'Hey Champion, Stay Champion'.
A children's team can be seen practicing day and night as are the ambassadors. The match day arrives for the young team. Shots of them arriving at the ground followed by passing by the trophy to be won follow. These shots coincide with Dhoni and Virat walking onto the pitch for their match. The film ends with a call of 'Let's do it again' to both the young team and the Indian players.
Jayant Singh, EVP marketing, GSK Consumer Healthcare India said, “We all love and worship cricket in India. The Boost anthem is our way of cheering our heroes and letting them know that we stand by them. Boost has always been about fuelling the spirit to win and the 'Hey Champion, Stay Champion' campaign is a celebration of the winning spirit of our cricket heroes. We invite all cricket enthusiasts to join in and cheer our heroes this cricket season.”
Shan Jain, principal partner, GSK Mindshare, “Launching anything with the cricket fever around is not only tough but also very expensive. With a host of brands all trying to occupy this space, our best bet was to give something that is hummable and cheer-worthy, what better than an anthem. It should not only beat the clutter, but also enhance the association of Boost with its core proposition.”
Client: GSK Consumer Healthcare India
Creative agency: JWT and Mindshare
Creative team: Maulshree Joshi and Kirti Khanna (Mindshare), Romit Nair (JWT)
Director: Badri Venkatesh
Production house: Maximize (powered by Mindshare)
Media planning: Mindshare – Sanjay Prakash, Priyanka Gandhi
Language: English and Tamil