Top Story

e4m_logo.png

Home >> Advertising >> Article

Boost launches cricket anthem

22-January-2015
Font Size   16
Share
 Boost launches cricket anthem

As the ICC World Cup fever grips fans across India, GSK Consumer Healthcare’s health food drink Boost has launched a 3-minute anthem.

Penned by GV Prakash and Romit Nair (JWT), the anthem -- “Hey Champion Stay Champion” – aims to encourage and extend support to cricketers Mahendra Singh Dhoni and Virat Kohli. Prakash has lent his voice to the song, which exhilarates passion and urges cricketers to bring back the glory to the nation.

“We all love and worship cricket in India. The Boost anthem is our way of cheering up for our heroes and letting them know that we stand by them. Boost has always been about fuelling the spirit to win. 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,” said Jayant Singh, EVP-marketing, GSK Consumer Healthcare India.

Prakash said, “The anthem celebrates India’s undying dedication and stamina for the game. The task, however, was not easy. I hope everyone enjoys it and gets motivated to cheer for our cricket heroes.”

“Launching anything with the cricket fever around is not only tough, but also very expensive. With a host of brands 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,” says Shan Jain, Principal Partner, GSK Mindshare.

 

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

The campaign film features PV Sindhu, Saina Nehwal, Kidambi Srikanth and Indian badminton mavericks, HS Prannoy, Ashwini Ponappa, Sai Praneeth, and Ajay Jayaram

We list a few important stories that you may have missed in the week gone by

Aims to feature among top five players in the bath solutions space by 2020