Boost has launched a campaign aimed at breaking stereotypes around girls and cricket. Conceptualised by Wunderman Thompson, the film aims to highlight the perceptions that shape girls while playing sports, especially cricket and encourage them to play the sport they love.
The film features MS Dhoni alongside a young athlete who brings to light the role of talent and stamina in a player. Dhoni walks in on the protagonist with a bunch of boys who comment that Cricket is not a girl’s sport. The girl, playing cricket at a tennis court then responds to the comment with her bowling skills, as she plays Dhoni. Dhoni is impressed by her grit and stamina and asks her to meet him on the cricket ground the next day.
Krishnan Sundaram, vice president, nutrition category, HUL, said, “Boost has a cherished legacy of inspiring kids to work hard, persevere and overcome big challenges with their stamina. With this campaign, we want to spark tough conversations to support talent devoid of gender notions. Boost wants to encourage girls to overcome prejudice with their talent and stamina and play the game they love. This campaign will definitely be the start of the journey on supporting girls’ cricket for Boost.”
Joy Chauhan, managing partner and senior VP, Wunderman Thompson, Delhi, added, “For generations, Boost has inspired the youth to sweat it out and perform beyond expectations. When you have the stamina to fight it out, it’s then you see obstacles becoming steppingstones towards the bigger game. This campaign not only inspires the youth but has the potential to inspire each one of us to understand, performance has no gender. In this campaign, Boost gives voice to the girl child who’s a talented sports person with oodles of passion and stamina. Boost is the secret of her energy too”.
The campaign will run across television, social and digital media.
Creative agency: Wunderman Thompson, Delhi
Managing partner and senior VP: Joy Chauhan
CCO: Senthil Kumar
Creative team: Hasan Jafri, Sumonto Ghosh
Servicing lead: Bhavana Dogra
Account management: Rahul K Singh, Drishti Ganguly
Planning: Pinaki Bhattacharya, Nikhil Thakkar
Production: Mandeep Singh
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