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
IndiGo names William Walsh CEO
Former IATA chief to take charge in August after Elbers exit, Bhatia steers interim
India’s biggest airline has moved fast and gone global. InterGlobe Aviation, which operates IndiGo, has tapped aviation heavyweight William Walsh as chief executive officer, subject to regulatory approvals, marking a sharp pivot as the carrier eyes its next burst of expansion.
Walsh, currently director general at the International Air Transport Association, will step down on July 31, 2026, and is expected to take charge by August 3. The appointment comes barely three weeks after Pieter Elbers exited the corner office, with Rahul Bhatia holding the fort in the interim.
The choice signals intent. Walsh brings decades of cockpit-to-boardroom experience, having led British Airways and later International Airlines Group, the parent of Aer Lingus, Iberia and Vueling. His tenure across carriers has been defined by hard resets, restructurings and cross-border consolidation—skills IndiGo may need as competition intensifies and scale becomes decisive.
Vikram Singh Mehta, chairman and non-executive independent director of IndiGo, said Walsh’s experience in managing large-scale airline operations and navigating complex market dynamics makes him well-suited to lead IndiGo in an increasingly competitive global aviation environment, adding that the appointment marks a new chapter as the airline scales in one of the world’s fastest-growing markets.
Rahul Bhatia said Walsh’s global perspective, operational expertise and customer-focused approach would be critical as IndiGo enters its next phase of expansion.
Walsh, widely regarded as one of the industry’s most influential figures, will oversee overall management and strategic direction, with a mandate spanning operational performance, network expansion, commercial strategy and customer experience. He is expected to work closely with the board and leadership team to sharpen IndiGo’s growth trajectory.
Walsh said IndiGo has a strong foundation and is well-positioned to capitalise on the evolving aviation landscape, adding that he looks forward to fostering a culture of excellence, innovation and sustainable value creation across the organisation.
A new captain, a bigger runway—and a market that rewards scale. IndiGo is lining up for its next take-off.
