Boost unveils new anthem to cheer cricket champions

19 Jan,2015

By A Correspondent


GSK Consumer Healthcare’s health food drink Boost has launched a new anthem to cheer heroes. Composed and sung by music director GV Prakash, “Hey Champion, Stay Champion” is an initiative to encourage and show support to Dhoni and Virat as they gear up for the upcoming cricket season.


Boost believes that while becoming a champion is tough, staying a champion is even tougher. Staying a champion requires more determination, more practice and thus more stamina to endure the journey. The anthem is all about being committed to the game and not stopping even after winning. With creative thought by Romit Nair (JWT) and lyrics penned by GV Prakash, the song exhilarates passion and urges our cricket heroes to bring back the glory. It motivates people to come together and cheer for them.


Jayant Singh, EVP Marketing, GSK Consumer Healthcare India said, “We all love and worship cricket in India. The Boost anthem is our way of cheering our heroes and letting them know that we stand by them. Boost has always been about fuelling the spirit to win and the Hey Champion, Stay Champion campaign is a celebration of the winning spirit of our cricket heroes. We invite all cricket enthusiasts to join in and cheer our heroes this cricket season.”


“Launching anything with the cricket fever around is not only tough but also very expensive. With a host of brands all trying to occupy this space, our best bet was to give something that is hummable and cheer-worthy, what better than an Anthem. It should not only beat the clutter, but also enhance the association of Boost with its core proposition”, says Shan Jain Principal Partner, GSK Mindshare.


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