MS Dhoni walks through a lively Indian street, surrounded by young fans.
Boost Milkshake is betting on cricket legend MS Dhoni to energize its connection with Gen Z in India. A new multi-channel campaign, “The New Secret of Mahi Energy,” launched by VML India, pays tribute to Dhoni, linking his legacy of excellence and resilience to the beverage.
The campaign, designed with a social-first approach, aims to tap into shared experiences and authentic fan stories. It’s amplified through OOH advertising in cities like Mumbai, Chennai, and Guwahati, along with engagement on Dhoni fan pages and influencer collaborations.
“The campaign highlights that energy is not just physical but also emotional, collective, and contagious, fueling both champions like Dhoni and his millions of fans,” stated VML India representatives, including Jaibeer Ahmad and Nakul Sharma. Boost Milkshake is positioned as the source of this new-age energy, uniting fans under the magic of Dhoni’s Number 7 jersey.
Shailee Chatrath Tyagi from HUL noted the campaign coincides with the national launch of Boost Milkshake in a ready-to-drink format, aiming to build a symbol of sustained strength and an undeniable connection with a new generation of consumers, particularly during the ongoing IPL season.
By leveraging Dhoni’s enduring appeal, Boost Milkshake aims to solidify its position in the Indian market and resonate with a younger demographic attuned to authentic storytelling and cultural connections.
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