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.