GlaxoSmithKline Consumer Healthcare Boost VMM Contest - Revised - India Legal Approved Oct 2012
03 October 2012
Boost, the first Indian FMCG brand, partners with Vodafone McLaren Mercedes
Launches an exciting racing game; winners to get an opportunity to witness the thrill of motorsport
New Delhi, October 3, 2012: Boost, the leading malt based-health food drink in India, announced its partnership with the Vodafone McLaren Mercedes team for the upcoming 2012 FORMULA 1™ AIRTEL INDIAN GRAND PRIX. With this association, Boost has become the first Indian FMCG brand to partner with this team. The association is on the back of a long-term strategic partnership GlaxoSmithKline (GSK) has formed with the McLaren Group. As part of this association, the Boost brand logo will run on Lewis Hamilton and Jenson Button’s race cars during the Grand Prix, with the chocolate flavoured health drink available for the team throughout the F1 weekend.
To engage with consumers better, Boost has also launched a web-based racing game called ‘Race to the Race with Boost’. Consumers now get an opportunity to witness the grand event and feel the thrill of the race. The contest will be conducted in three weekly phases where the player with the highest score point on the first three days of the week will be entitled to win Grand Stand Tickets. On the fourth and fifth day, the highest scorer wins a Paddock Access ticket, and on the sixth day has a chance to win the VIP Hospitality ticket. In case the same person wins more than one gratification in the same phase of activity, he/she is upgraded to the higher value gratification and the lower value gratification(s) is passed on to the person with the next highest score (besides the winners). The winners of each phase will be announced on the seventh day of the respective week.
The contest is open from October 4to October 21, 2012 and consumers can play ‘Race to the Race with Boost’ on www.boostenergy.com
Speaking on the association, Jayant Singh, Marketing Head - GlaxoSmithKline Consumer Healthcare India said, “In the highly competitive sport of Formula 1, preparation is just as important as the actual race itself. Boost is excited to partner with Vodafone McLaren Mercedes for the Indian leg of the Grand Prix, providing the team with sports nutrition to ensure they are in peak physical condition for the race. It is an exciting partnership for the brand as Boost is the first Indian FMCG brand to partner with the team, through which Boost’s consumers will have a chance to view the race through the team’s eyes. We would like to wish best of luck to Vodafone McLaren Mercedes for the upcoming 2012 FORMULA 1™ AIRTEL INDIAN GRAND PRIX race.”
Over the years, Boost has been synonymous with stamina and energy and this partnership will take this connection to the next level. Boost is also giving an opportunity to its loyal consumers to preview the behind-the-scenes Vodafone McLaren Mercedes experience of the race.
Vodafone McLaren Mercedes Team Principal Martin Whitmarsh said: “Our strategic partnership with GSK is a fast-moving and dynamic one. As such, we are looking forward to running Boost – one of India’s leading consumer brands – on our cars for the Indian Grand Prix. The Buddh International circuit is one of the most exciting new venues in Formula 1 and India is a fantastic, growing market for grand prix racing. Indeed, this partnership is perfectly timed and hopefully augurs well for great success on the track this weekend.” So go play ‘Race to the Race with Boost’ and book you seats for the Grand Prix today!
About GlaxoSmithKline Consumer Healthcare Ltd.
GlaxoSmithKline (GSK) has formed a long-term strategic partnership with McLaren Group. Under the agreement, McLaren Group will share its widely acknowledged leading capabilities in engineering, technology, analytics, and strategy modeling, which it has developed over many years in its core business of Formula 1 motor sport, to help deliver world class performance across GSK’s global businesses. The partnership will initially focus on GSK Manufacturing, Research and Development (R&D) and Consumer Healthcare.
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.
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Genesis Burson Marsteller
Genesis Burson Marsteller