Boost Milkshake Campaign by VML India: Unveiling the New Secret of Mahi Energy
The New Secret of Mahi Energy: Boost Milkshake Campaign
VML India recently launched a new campaign for Boost Milkshake, titled ‘The New Secret of Mahi Energy’, which pays tribute to the enduring legacy of MS Dhoni while appealing to Gen Z’s digital-first engagement patterns. This integrated campaign, strategically unveiled during the Indian Premier League season, cleverly merges social-first storytelling with a robust out-of-home (OOH) presence in key markets like Mumbai, Chennai, and Guwahati. Its core objective is to position Boost Milkshake as a representation of collective fan energy, associating the brand with Dhoni’s iconic traits of resilience, calmness, and excellence.
The campaign, deeply rooted in cultural insights, transcends traditional celebrity endorsements by transforming fandom into an active source of energy. Leveraging influencer partnerships and dedicated fan communities, including interactions with Dhoni superfans, the initiative aims to foster authentic, peer-driven connections with younger audiences.
Jaibeer Ahmad, Managing Partner at VML India, emphasizing the essence of the campaign stated, “Boost has always symbolized the energy that drives belief. This campaign celebrates the profound bond between champions and their supporters, recognizing that behind every remarkable performance lies the unwavering energy of millions who believe in their heroes. Today, energy transcends the physical realm—it is emotional, collective, and infectious. Boost Milkshake taps into this contemporary form of energy, fueling the enthusiasm of a billion fans who ignite every moment of greatness. Boost Milkshake—the newfound source of Mahi’s energy.”
Nakul Sharma & Tirtha Ghosh, Senior VP and Executive Creative Directors at VML India, expressed, “In a country like ours, MS Dhoni is more than just a player; he is a phenomenon that embodies belief, calmness, and unmatched energy for millions. With Boost Milkshake, our aim was to tap into this cultural truth and infuse it with a fresh, relevant twist. By converting fandom from a passive sentiment to an active source of energy, we are acknowledging that the same energy driving Mahi resides within his fans as well.”
Shailee Chatrath Tyagi, Head of Brand Building – Lifestyle Nutrition at Hindustan Unilever Limited, highlighted, “Boost represents the essence of cricket culture. While 'The Secret of My Energy' and our association with Dhoni are legendary, today, that energy is mirrored by his millions of fans in the stands. With the nationwide launch of Boost Milkshake in a ready-to-drink format, our latest campaign, ‘The New Secret of Mahi Energy’, serves as a fitting tribute to the eternal bond between Mahi and his million fans—a narrative crafted with sincerity alongside VML.”
This month-long campaign aims to establish a deeper emotional connection with Gen Z audiences by leveraging digital storytelling, OOH visibility, and cricket-led cultural moments to solidify Boost Milkshake’s position as a contemporary, shareable energy symbol rooted in fandom and performance.
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Credits:
- Client – Hindustan Unilever Limited
- Brand – Boost Milkshake
- Agency – VML India
- Agency Leadership – Babita Baruah, CEO | Jaibeer Ahmad – Managing Partner North, Client & Business Leadership
- Creative Leadership – Kalpesh Patankar – CCO
- Creative Team – Nakul Sharma – VP & ECD (Copy), Tirtha Ghosh – VP & ECD (Art), Piyush Gupta – Sr. Creative Director, Rajaneesh Jain – Sr. Creative Director
- Account Management – Charu Bhatnagar – Sr VP & EBD, Virender Bhawnani – CSD, Prateek Bellani – Account Director
- Account Planning – Shubhrojyoti Roy – National Planning Strategy
