Boost tackles gender bias with its mobile cricket game

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Boost has released a new mobile game – “Boost: Game Stamina Ka”, featuring an all-female team to provide cricket fans with a more interactive world cup experience. Launched 4and Mars 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 that cricket is a game of endurance and not of gender. Conceptualized by Mindshare Content+, “Boost: Game Stamina Ka” is a one-of-a-kind game that features a custom mode where players can compete against a male team against an all-female team.

Expressing his views on the game’s launch, Krishnan Sundaram, Vice President, Nutrition Category, HUL said, “At Boost, we are constantly discovering ways to connect with our consumers. “Boost: Game Stamina Ka” pays tribute to our sportswomen who have not only proven themselves, but who have also inspired thousands of girls around the world. With this new game, we believe we can reach ardent cricket fans with a much-needed new perspective without compromising the entertainment quotient. Our goal has always been to provide consumers with the best possible experience by constantly innovating and safeguarding their interests. The Indian public’s passion and enthusiasm for cricket will provide them with a captivating gaming experience.

Featuring superior gameplay and graphics, it comes with an in-game rewards system. If a player wins a match after it is completed, the winners are tallied in a weekly leaderboard, and the top three players will win platinum rewards every week, plus an exciting brand prize. The game is accessible on both iOS and Android.

Ajay Mehta, Sr. Vice President – Mindshare Content+ & Partnerships said, “We live in a cricket-mad nation and we are proud to partner with this campaign which aims to break stereotypes. While the TV and digital campaign drove this brand message around “endurance” and “performance”, it was equally important to demonstrate the message in an engaging and large-scale way. By collaborating with Boost, WCC3 and GroupM ESP, we wanted to engage our audience, including female players, in a unique and compelling way with the Women’s World Cup underway.

In India, women who aspire to play cricket face a variety of challenges, including the preconceived notion that men are better than women as players. Boost in their communication wants to demystify the myth and tell everyone that the only thing that matters on the pitch is performance. In turn, this spawned their proposal – “Stamina Beats All”, which translates to “Game Ladke Ladkiyon ka nahin, Stamina ka hain”. The brand has a rich heritage of inspiring underdogs and giving them the drive and stamina to overcome challenges, even when the odds are stacked against them.

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