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Sachin and Sehwag star in new TVC for Boost

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NEW DELHI: "Boost is the secret of our energy." This would now be said by cricket icons Sachin Tendulkar and Virendra Sehwag as they try and busy themselves marooned on an island.

This is the new TVC of GlaxosmithKline's chocolate malt drink Boost, which goes on air from 27 September.

The innovative and energetic TVC shows the two players marooned but yet dedicated to the sport they enjoy playing. So what if they do not have the appropriate cricket gear? Boost comes to their rescue. A characteristic shot from Tendulkar sends Sehwag chasing the ball (a coconut) while the former busies himself running between the wickets. Several sprints across jungle and swims across ocean later, a still buoyant Sehwag is able to catch the ball and return to Sachin. The two agree that Boost is the secret of their energy.

"Boost as a brand has been strongly associated with energy since the time cricketer Kapil Dev started endorsing it in 1986," said GlaxoSmithKline Consumer Healthcare Ltd. VP Marketing Leanne Cutts.

In an official statement Cutts said, "The new advertising campaign continues to strengthen the brand's energy promise. It successfully communicates that Boost with Power Boosters TM provides extraordinary energy."

Consumer research has shown that the advertisement strongly communicates its message of energy and is highly enjoyable and credible.

Sabal Sekhawat of Big Picture has produced the advertisement, which was shot in Mumbai and Malaysia with J Walter Thompson as the creative agency behind the idea.

The campaign is directed primarily at children and teens and will be seen nationwide on major television channels like Sun, Star, Udaya, Asianet, DD Sports and Sony.

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