GlaxoSmithKline Consumer Healthcare Boost announces Sachin Anthem with Dhanush Feb 2012

An ode to Sachin Tendulkar

  • ‘Boost’ in partnership with Dhanush salutes Sachin

  • Unveils new music video to celebrate his undying stamina and spirit

Link to making of the video:

Chennai, February 3, 2012: Starting the New Year on a high, choco-malt drink Boost has unveiled a new music video for its oldest brand ambassador- master blaster Sachin Tendulkar. Singing sensation and a self-confessed fan of Sachin- Dhanush (of ‘Kolaveri Di’ fame) has partnered Boost in this initiative.

With an association spanning almost 25 years, Boost wanted to make it momentous by saluting the batting maestro. When the brand came to know that Dhanush too is an ardent fan of Sachin, it became evident that this association was meant to be. The result: a peppy music video filled with energy and an exciting theme- ‘saluting Sachin Tendulkar for his undying stamina and for making the nation proud with his achievements.’ This is Dhanush’s second video after the much talked about ‘Why this Kolaveri Di’.

Speaking on the association, Mr. Jayant Singh, Marketing Director- GlaxoSmithKline Consumer Healthcare, India said that, “We have always been proud of our association with Sachin and have immense faith in him and his performance. As our association reaches a glorious 25 year mark soon, we thought it was a great opportunity to showcase our love and respect for him. We are glad that Dhanush partnered us in this initiative. It was an absolute pleasure to have him on board.”

The peppy track is called “Master Blaster, you are our Boost” and was shot at various locations in Hyderabad. The video has been conceptualized by the same team that was behind ‘Kolaveri Di’ and is expected to go on air in mid- February 2012.

“I have always been a cricket fanatic and a Sachin fan. My entire team also looks up to Sachin for the kind of stamina he personifies. I personally, have always looked up to him for his dedication to the game and it is amazing to see how it has kept him going. When I heard that he has been endorsing Boost for almost 25 years now, I knew that I could not have been able to find a partner better than Boost for this,” says Dhanush.

Boost is a health food drink (HFD), which is positioned on the energy platform in India. Realising that the energy segment had a huge potential, GlaxoSmithKline India launched the brand as the ‘vitaminised energy fuel’ with a unique choco-malt taste, a differentiator from the other HFDs.

About GlaxoSmithKline Consumer Healthcare Ltd.

GSKCH is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSKCH has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSKCH is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 2700 people.

GSKCH has a strong marketing and distribution network in India comprising over 550 wholesalers and coverage of over 9,00,000 retail outlets. Its flagship brand, Horlicks, is a widely regarded and highly respected brand for over 100 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Iodex.

Media Contacts ______________________________________________________

Sophia Christina
Genesis Burson Marsteller
sophia.christina@bm.com+91 99991614785

Kuheli Ray
Genesis Burson Marsteller
kuheli.ray@bm.com+91 9999783541