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Boost partners Vodafone McLaren Mercedes team for Indian GP

MUMBAI: Boost, GlaxoSmithKline‘s malt based-health food drink in India, said it has partnered Vodafone McLaren Mercedes team for the upcoming 2012 Formula 1 Airtel Indian Grand Prix.

According to GSK, the association makes it the first by Indian consumer brand to partner with this team and which is on the back of a long-term strategic partnership that GlaxoSmithKline (GSK) has formed with McLaren Group globally.

The partnership is supported by a consumer contest being run by Boost and a national TV campaign that goes live soon, the company said.

As part of this association, the Boost brand logo will run on Lewis Hamilton and Jenson Button‘s race cars during the Grand Prix, with the chocolate flavoured health drink available for the team throughout the race weekend.

Speaking on the association, GlaxoSmithKline Consumer Healthcare Marketing Head Jayant Singh said, "It is an exciting partnership for the brand as Boost is the first Indian consumer brand to partner with the team, through which Boost‘s consumers will have a chance to view the race through the team‘s eyes. We would like to wish best of luck to Vodafone McLaren Mercedes for the upcoming 2012 Formula 1 Airtel Indian Grand Prix race."

Vodafone McLaren Mercedes Team Principal Martin Whitmarsh said: "Our strategic partnership with GSK is a fast-moving and dynamic one. As such, we are looking forward to running Boost - one of India‘s leading consumer brands - on our cars for the Indian Grand Prix. The Buddh International circuit is one of the most exciting new venues in Formula 1 and India is a fantastic, growing market for grand prix racing. Indeed, this partnership is perfectly timed and hopefully augurs well for great success on the track this weekend."

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