With the generations confined to homes due to extended lockdowns in wake of the global COVID-19 pandemic, children’s energy drink brand Boost has launched THE #PlayAtHome campaign with its brand ambassador Virat Kohli.

The Indian cricket team captain in the campaign has taken up the challenge to encourage kids to stay safe and #PlayAtHome.

Covid-19 has been an abrupt public health crisis that has disrupted life across the globe. Offices are shut, factories are closed, streets are deserted and normal way of life has come to a complete stop. While the world is seeing massive changes in day to day lives, the kids are feeling a sudden change in their lives. The joy of going out to play with friends and euphoria of winning is dearly missed by them. These are truly uncertain and testing times for kids forcing them to spend time on TV screens or mobiles.

In its new campaign #PlayAtHome, Boost engages with kids encouraging them to play safely within the confines of their homes. The campaign sets out to inspire kids to play at home and improve their skills. The campaign also sees Boost Brand Ambassador and Captain of the Indian Cricket team, Virat Kohli amplify this message encouraging children to continue to #PlayAtHome through his social media accounts.

Commenting on the latest campaign, Vikram Bahl, Global Brand Vice President, Nutrition, HUL said, “Covid-19 has made everyone including children come to terms with the new normal of staying home to be safe. Through its #PlayAtHome campaign, Boost is looking to engage with children and urges them to use this opportunity to continue to play, train and hone their skills inside their homes. There are innovative ways to play, train & sweat it out safely at home. We trust that these will help prepare them for the game on the field.”

Commenting on the creative insight that went into developing this campaign, Joy Chauhan, Managing Partner & Sr. VP, Wunderman Thompson, Delhi said, “These are unusual times but they could also be a great life lesson for kids; especially if they can learn to turn adversity into something good. Boost has always inspired kids to play the bigger game. But today, it is inspiring them to continue doing it despite the odds being against them. They may not be able to go to the field, but they can keep training and playing at home. We hope Boost #playathome inspires and empowers them.”

The brand published two videos which were posted on our YouTube channel showing kids playing different games. Adhering to the social distancing regulations of the government, the videos were shot by kids playing indoors and edited remotely by the production houses.

Agency credits:

Campaign Elements: Digital

Client: Boost India

Creative Agency: Wunderman Thompson

CCO: Senthil Kumar

Creative Team: Hasan Jafri, Sumonto Ghosh, Yashaswini Singh

Servicing Lead: Charu Bhatnagar

Account Management: Rahul K Singh, Drishti Ganguly

Planning: Pinaki Bhattacharya, Rinku Chowdhury, Nikhil Thakkar

Production House: Small Fry Working title of film : Boost Play at Home

Duration: 40 sec.

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