VML has launched Boost Milkshake’s electrifying ‘The New Secret of Mahi Energy’ campaign. VML India has shaped the campaign’s storytelling as a dynamic tribute to cricketing icon MS Dhoni. Crafted with distinctive social-first approach, this multi-channel campaign is engineered to deeply resonate with gen z across Indian markets, leveraging strong cultural insights and digital prowess.
Rooted in a deep understanding of gen z’s digital habits and aspirations, the campaign goes beyond mere endorsement. It directly links Boost Milkshake to MS Dhoni’s enduring legacy of excellence, resilience, and personal drive. This month-long, integrated campaign, a blend of strategic and creative execution, fuels ‘Thala’ and his passionate fans, uniting them under the magic of the Number 7 jersey.
Designed for gen z’s love of shared experiences and authentic stories, the messaging is inherently personal and highly shareable. Its social-first approach effectively captures youth trends and drives engagement. The captivating OOH in Mumbai, Chennai, Guwahati and national social first activation created a strong impact amplified with authentic MS fan pages, influencers, led by superfan Saravanan Hari, creating an authentic, peer-to-peer fan connection that truly lands the messaging.
Commenting on the campaign, Jaibeer Ahmad, managing partner – north, VML India said, “Boost has always stood for the energy that fuels belief. With this campaign, we celebrate the powerful connection between champions and their fans – because behind every great performance lies the unwavering energy of millions who believe.
“Today, energy is not just physical – it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
“Boost Milkshake – the new secret of Mahi’s energy.”
Nakul Sharma and Tirtha Ghosh, senior VP and executive creative directors, VML India added, “In a country like ours, MS Dhoni isn’t just a player, he’s a phenomenon – a source of belief, calm, and unmatched energy for millions. With Boost Milkshake, the thought was to tap into that cultural truth and give it a fresh, relevant twist. Turning fandom from a passive emotion into an active source of energy felt like a natural leap – where the same energy that powers Mahi lives within his fans too.”
Shailee Chatrath Tyagi, head of brand building – lifestyle nutrition, HUL said, “Boost is the OG of cricket culture. While ‘The Secret of My Energy’ and our bond with Dhoni is legendary, today that energy is mirrored by his millions of fans in the stands. With the national launch of Boost Milkshake in a ready-to-drink format, our latest campaign ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal unwavering equation of Mahi x Million fans – crafted with heart alongside VML.”
This evolving campaign is poised to become a significant touchpoint for Boost Milkshake, building a symbol of sustained strength and an undeniable connection with a new generation of consumers. With the ongoing IPL season, the campaign embodies and celebrates the spirit of Mahi’s energy and legacy while uniting the power of his fans across the country, as he dons the number 7 jersey once again.
