Hindustan Unilever (HUL), announced the expansion of Boost, one of India’s leading nourishing beverage in chocolate flavor, into the Western, Northern, and Eastern regions of the country. An iconic brand, Boost is widely enjoyed by kids given its ‘Good Taste’ of chocolate, the benefit of 3X stamina and energy – by a formulation consisting of 17 essential nutrients, and legacy of association with leading Indian sports personalities.
Stemming from the flourishing beverage’s success in the South over decades, the market expansion reaffirms and further supports the brand’s purpose of unleashing the winner in kids across India. The brand narrative, ‘Play A Bigger Game’, which goes beyond the motivation to tackle everyday challenges and aims to enable kids to take on the bigger and tougher opponents in the real world, will drive the story’s geographic growth.
Krishnan Sundaram, vice president, Integration and Business Head – HUL said, “Boost has a long-standing legacy in the southern market, and we are excited to be taking this journey forward across all regions of the Indian households. There is a tremendous market opportunity in the milk-rich regions for Boost to establish and eventually lead the category. We are looking forward to embarking on a successful journey for Boost pan India.”
As a part of the comprehensive communication outreach, the much-loved TVC with Indian Cricketer Virat Kohli preparing a young kid to #PlayABiggerGame in his unique style will be on air across regional and national media in Hindi and Marathi. The brand will also continue to convey its purpose of unleashing the winner in kids through its platform, Boostcamp.com, a website democratizing cricket learning, where aspiring kids can learn skills in various aspects of the game directly from the champions.
Boost will be available in stores and leading eCommerce platforms pan India.