In today’s democratized social media environment, people have become irreverent to advertising and rather seek out content they like, and with the license to voice their opinions that social media has provided them – they share what they like!

Brand and Campaign Context

The Brand: Boost Health Food Drink. Provides winning energy and Stamina for growing kids. In India since 1977, share leader, uses sports as a platform and cricketers as brand ambassadors for the last 30 years.

The Super Star: Sachin Tendulkar, arguably the most popular Indian alive, World Cricket's leading light for over 20 years, with every significant batting record to his name and now (2012) gunning to become the first man to score a hundred international batting centuries.

In 2012 there was a deafening buzz, led by social media, of a billion conversations about when Sachin’s 100th century would happen. Boost decided to, not wait for the milestone, and, instead celebrate the 23 year epic journey full of perseverance and STAMINA. Boost and gave a voice to the emotion and created an ANTHEM to Sachin’s stamina.

Weaving brand proposition with popular culture, Boost became the first brand to leverage the then social meme Dhanush, for the Anthem.

Boost was able to create significant audience draw by using

1. Sachin as an emotional rallying point.

2. Music as a driver.

3. Dhanush as the voice.

4. Social media as the vehicle.

Brand milestones

1. Boost brand mentions grew 145 times over the last 6 month average.

2. Sales grew by 15% in the quarter vs same period last year.

Media Outcomes

1. 6.3 million views on YouTube and counting…

2. The campaign achieved a million views in the first 3 days… the fastest ever ascent to the trend table and the fastest ever in India, 2x faster than Kolaveri Di (India's best ever viral video).

3.. The campaign was also the #1 branded content on YouTube (miles ahead of one of the biggest successes of recent time – Airtel HFZ).

4. Awarded Gold & Silver Trending Medals &Bronze Medals for Recently Most Popular Content by YouTube.