Boost gets young talent to ‘Play A Bigger Game’ with badminton pros
By M4G Bureau - December 21, 2017
Boost will bring to life the platform of ‘Play A Bigger Game’ with a live activation called Play The Pros @ PBL’18 wherein select kids will get a chance to Play A Bigger Game by rubbing shoulders against PV Sindhu & Carolina Marin
Boost, one of GSK’s leading brands in the Health Food Drinks category, has taken a unique initiative to support upcoming sports in India like badminton by tying up with two of the leading teams from Premier Badminton League – Chennai Smashers & Hyderabad Hunters, which boast of stars like Carolina Marin (Olympic Gold Medalist) & PV Sindhu (Olympic Silver Medalist), as their “Official Energy Partner” for PBL 2018.
As a part of the association, Boost will bring to life the platform of ‘Play A Bigger Game’ with a live activation called Play The Pros @ PBL’18 wherein select kids will get a chance to Play A Bigger Game by rubbing shoulders against PV Sindhu & Carolina Marin.
Culminating on January 7, 2018 in Chennai and January 10 in Hyderabad, the live session in both these cities will get shortlisted kids participating in a training camp with leading players and coaches from across the world followed by select kids getting a chance to take on the Pros. 2 of the best performing kids will also get a chance to hone their skills at the Pullela Gopichand academy in Hyderabad with an exclusive one year training scholarship from Boost.
Talking about this partnership, Vikram Bahl, Area Marketing Lead, GSK Consumer Healthcare said, “Boost is known for its energy proposition which we have been bringing alive through Boost’s association with cricket and cricket superstars. While cricket continues to remain India’s most loved sport, there are other sports like badminton, football, tennis to name a few which are increasingly becoming popular and taking increasing share in sports conversations and action in the country. We felt it was the right time for us to extend our touch points beyond cricket and move forward with country’s sports evolution to stay connected with kids through other endurance sports.”
He added, “We felt PBL is the right platform and Chennai Smashers’ & Hyderabad Hunters the right partners in our endeavour to join the badminton revolution unfolding in the country over last few years. Through this partnership, we intend to take our communication platform ‘Play the Bigger Game’ beyond TV and give kids the opportunity to “Play with the Pros”. The activation platform of ‘Play the Pros’ was launched in 2017 wherein our first association was with Chennai Open. This year we plan to take it forward with PBL & a couple of other popular sporting events that have the right fit for the brand. With this, I am confident that we will make the brand even more popular among the kids, which in turn will help continue the strong growth momentum on the brand.”