Boost’s new campaign salutes ‘Stamina Stars’ of Cricket


The commercial depicts the adventures of newcomers who overcame adversity and the public’s skepticism.

Boost, the top health food, and beverage brand has launched a campaign to highlight cricket’s hidden jewels. Yashasvi Jaiswal, Ruturaj Gaikwad, Avesh Khan, Umran Malik, and Ravisrinivasan Sai Kishore are among the rookies featured in the campaign, who have persisted to push the boundaries despite adversity.

The commercial depicts these players’ uphill efforts, demonstrating to the world that ‘Game Bade Ya Chhote Ground Ka Nahi, Game Stamina Ka Hota Hai’ through their grit, dedication, and unwavering tenacity.

The advertisement highlights the challenges that Boost’s Stamina Stars had to overcome in order to reach their current position.

The brand has documented the stories of newcomers like Gaikwad, who shocked everyone by making a comeback after a thumb injury. Even though none of these newcomers had access to proper playing fields, Jaiswal and Malik continued to show up for practice every day. They were disciplined in their training, faced adversity, and pursued their dreams in an uncommon way. Even if it meant Khan pedaling 25 kilometers to the cricket ground or Kishore using his technological abilities to light up local streets and stumps.

Mindshare created the 360-degree campaign, which will be broadcast on television, social media, and digital media.

Boost has always worked to become the voice of ambitious athletes, regardless of gender or background, according to Krishnan Sundaram, vice president, nutrition category, Hindustan Unilever (HUL). At the end of the day, winning at cricket, like winning at any other sport, necessitates hard effort, perseverance, and stamina. We want to show the world that there’s more to this game than meets the eye with this campaign.

T20 cricket league has traditionally been the breeding environment for some of India’s best-known cricket stars, according to Ajay Mehta, senior vice president Of Mindshare Content+ & Partnerships. While Boost has always partnered with elite cricketers to bring their endurance stories to life, this year they wanted to honor those young people who have made it to the big stage, regardless of their backgrounds or origins.

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