Categories Name : Marketing Strategy

Sub-Category : Community building

Entry Name (Campaign) : #Game Stamina Ka - A movement against Gender Norms in Cricket

Results

MFDs in India claim to enhance children’s performance in mental and athletic activities. In this category, Boost (which along with Horlicks account for 54% market share) has always championed its scientifically proven ‘3x Stamina’ formula through cricket ambassadors, inspiring kids across the country. But for over 4 decades, Boost has only had male protagonists in communications designed for traditional mediums like TV and print. This phenomenon alienates a large chunk of the brand’s potential female audiences, and fails to effectively engage with the youth, who spend most of their time on their phones. - 1.14bn+ views across MX Takatak and Instagram ensured 65% OVERACHIEVEMENT of benchmarked views - 25k+ user generated videos with over 361mn views - 13% engagement rate ensured the campaign outperformed industry averages by 6.5x - 35k+ positive comments and 50K+ mentions of the hashtag #GameStaminaKa -1700 basis points increased in pester power -1200 basis points increased in aided awareness -72% audience resonated with the brand messaging of "The game is about gender and not stamina" And, by the end of the campaign, Boost managed to spark a collective consciousness that how limiting cricket to just being “A Gentleman’s game” might actually alienate it from the women relating themselves to the game, and thus limiting the sport itself.