Hey Champion, Stay Champion!
As the cricket fervor catches up with fans, GSK Consumer Healthcare’s health food drink Boost has launched a new anthem to cheer the Boost heroes. Composed and sung by the talented music director G.V. Prakash, “Hey Champion Stay Champion” is an initiative to encourage and show support to Dhoni and Virat as they gear up for this exciting 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 G.V. 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!
Talking about the anthem 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.”
Music director, singer and lyricist G.V. Prakash said, “The anthem celebrates India’s undying dedication and stamina for the game. The task however was not easy as our love for cricket is enormous and living up to the expectation was a tough job; I hope everyone enjoys it and gets motivates to cheer up our cricket heroes.”
“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.
· Creative Agency: JWT and Mindshare
· Creative Team: Maulshree Joshi and Kirti Khanna (Mindshare), Romit Nair (JWT)
· Director for the anthem: Badri Venkatesh
· Singer: GV Prakash Kumar
· Lyrics: GV Prakash Kumar, Arun Raj
· Production House: MAXIMIZE (powered by Mindshare)
· Media Planning: Mindshare – Sanjay Prakash, Priyanka Gandhi
· Language: English and Tamil
· Duration: 3 minutes