MAM
Boost addresses gender prejudice on its mobile cricket game
Mumbai: Boost, one of India’s most trusted health food drink brands has stepped in to offer cricket fans a more interactive world cup experience by releasing “Boost: Game Stamina Ka.” Launched on 4 March in partnership with World Cricket Championship 3 (WCC3), the game promotes women’s cricket during the ongoing Women’s World Cup.
Through this game, Boost wants to spread the message that ‘Game Ladke Ladkiyon ka Nahin, Stamina ka Hai,’ reiterating their legacy of cricket being a game of stamina and not genders. Conceptualised by Mindshare Content+, “Boost: Game Stamina Ka” is a one of its kind game that has a custom mode where the players can battle a male squad with an all-female squad.
Boost is ready to join the cricket fever and represent the spirit of cricket in India. Cricket is a game where a person’s stamina, perseverance, and performance speak volumes. Cricket, regardless of gender, just requires stamina and skills to succeed. In India, women who aspire to play cricket encounter a variety of challenges, including the preconceived notion of men being better than women as players. Boost in their communication wants to debunk the myth and tell everyone that the only thing that matters on the field is performance. This in return gave birth to their proposition – ‘Stamina Beats All,’ which translates to ‘Game Ladke Ladkiyon Ka Nahin, Stamina Ka Hain.’ The brand has a rich legacy of inspiring the underdogs and giving them the right motivation and stamina to overcome challenges, even when the odds are against them.
“At Boost, we are constantly discovering ways to connect with our consumers. ‘Boost: Game Stamina Ka’ celebrates our sportswomen who have not only proved their mettle but have also inspired thousands of girls across the world,” said HUL vice president – nutrition category Krishnan Sundaram. “Through this new game, we believe that we can reach out to ardent cricket fans with a much-needed fresh perspective without compromising on the entertainment quotient. Our aim has always been to provide the consumers with the best possible experience by constantly innovating and maintaining their interests. The passion and enthusiasm the Indian audience has for cricket will enable them to have a gripping gaming experience.”
Packed with superior gameplay and graphics, it comes with an in-game rewards system. If a gamer wins a match after it is completed, the winners are tallied onto a weekly leader board, and the top three players will earn platinum rewards every week, as well as an exciting prize from the brand. The game is accessible both on iOS and Android.
“We live in a cricket-crazy nation and we are proud to associate with this campaign that aims to break stereotypes,” commented Mindshare Content+ & Partnerships SVP Ajay Mehta. “While the TV and digital campaign drove home this brand messaging around ‘stamina’ and ‘performance,’ it was equally important to demonstrate the message in an engaging manner and at scale. Collaborating with Boost, WCC3 and GroupM ESP, we wanted to appeal to our audiences including women gamers in a unique and compelling way, with the ongoing women’s world cup.”
Brands
Thomas Cook India, SOTC and Booking.com team up for smarter corporate stays
Global hotel choices meet Indian corporate controls for seamless business travel
MUMBAI: Business travel just got a major upgrade. Thomas Cook (India) and its group company SOTC Travel have joined forces with Booking.com to offer Indian corporates world-class accommodation options with a side of convenience.
The collaboration brings Booking.com’s vast global inventory, more than 31 million listings across 220 countries, straight into Thomas Cook and SOTC’s corporate booking platforms. From luxury hotels and resorts to homes and apartments, business travellers now have an unprecedented range of choices, all while staying within company travel policies.
Thomas Cook and SOTC president & group head of global business travel Indiver Rastogi said, “Today’s business travellers want more choice, flexibility and transparency. By linking Booking.com’s extensive inventory with our managed corporate tools, we’re delivering exactly that: policy control, price clarity and service support that businesses can trust.”
The offering is designed with the Indian corporate traveller in mind. Key features include transparent pricing with GST-compliant invoices, curated hotel options for SMEs to large enterprises, coverage across 2,500 plus Indian cities, verified traveller reviews, essential business amenities, and integrated policy control for approvals, budgets and credit limits.
Booking.com VP partnerships Mark van der Linden added, “Corporate travellers in India want the same seamless experience they enjoy in personal trips, with the right corporate guardrails. This partnership makes our global accommodation inventory enterprise-ready, combining choice, flexibility and localised support.”
With real-time booking access on desktop and mobile, enterprise-specific rates, loyalty benefits, and future integrations into Thomas Cook’s TravelOne platform, the partnership promises to make corporate travel smoother, safer and smarter than ever.
