Summary
Boost is India's leading chocolate flavoured nutritious beverage. Boost's main goal was to position itself as a health beverage among a younger demographic in Tamil Nadu.
The brief
To enhance brand visibility and effectively communicate the campaign message to the target audience and parents of the youth demographic (7-18 yrs) across Tamil Nadu.
What ITW Universe did
Given the significant presence of young fans at the stadiums during TNPL, ITW Universe suggested Boost to run an activation as part of its partnership with TNPL as Associate Sponsor. Boost’s campaign “Stamina Star Run” was implemented during the innings break.
Cricket fans were randomly chosen from the crowd to participate in a stamina run at the stadium.
Results
Boost's regional presence experienced a significant increase with the Stamina star run being witnessed by approximately 72000 fans in four venues.
Services involved: Owned Rights
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