Indiantelevision.com Team

(4 October 2008 4:00 pm)

NEW DELHI: GlaxoSmithKline Consumer Healthcare (GSKCH) has launched its health food drink Boost in a new avatar with power energisers.

The launch of the new Boost has been supported by new packaging as well as a new brand campaign ‘More I play, more I learn’ which will be released on 4 October.

Says GlaxoSmithKline Consumer Healthcare executive vice president marketing Shubhajit Sen, “Boost has consistently laid importance on the relevance of sports and outdoor activity in building a child’s overall personality. The new Boost campaign is taking the brand philosophy one step forward and reinforcing the brand’s core belief that sports helps develop values in children that help them come out as winners in all life situations. The new Boost continues to reiterate that indulging in sports helps bring out the winner in youngsters. Through this campaign, our effort is to encourage kids to go out and play.”

The campaign will once again feature Boost’s brand ambassadors’ cricketers Sachin Tendulkar, MS Dhoni, Virender Sehwag and Ishant Sharma who will be seen encouraging kids to go out and play.

Created by JWT, the campaign emphasizes on the fact that sports help develop winners through invaluable lessons that it can teach in life. Young children need to have the freedom to play, explore and learn the spirit of team work, discipline, healthy competition, resilience, leadership, determination, sharing in an enjoyable manner. The lessons one learns on the playground are invaluable and help build character and confidence.

The campaign will be launched across the country through a 360-degree campaign, which includes on-air, on- ground, trade visibility and PR outdoor activation like in-store execution at modern format retail outlets such as Big Bazaar, More, Metro, Spencers, Reliance Hyper, Vishal Megamart, Heritage and Magna amongst others.