Sunit Roy

'Boost is the secret of my energy': 1 tagline, 3 decades, many cricket champs

Boost is out with a brand new ad film that features Virat Kohli. As he utters the familiar words 'Boost is the secret of our energy', we can't help but feel a little nostalgic.

Every '90s kid must be familiar with Boost's famous catchphrase - delivered by Sachin Tendulkar during that era - 'Boost is the secret of my energy' (there have been variations in which he says 'our energy' too).

In 1985, Kapil Dev looked into the camera and said the same words to viewers. In fact that was the first time the line was introduced. Dev was with the brand for four years. Tendulkar endorsed the brand for almost two decades since 1991. Besides them, Boost has been endorsed by other cricketers like Virendar Sehwag and MS Dhoni.

The new ad that features Indian advertisers' current favourite, Kohli, has been created by J Walter Thompson. The ad is part of a campaign titled #PlayBiggerGame. The product proposition is stamina.

'Boost is the secret of my energy': 1 tagline, 3 decades, many cricket champs
Boost’s latest campaign - #PlayBiggerGame 4.0

Our favourite part of the ad? "Aye, boundary..." (that's how Kohli addresses a surprisingly talented player in the film).

The malt-based health drink by GlaxoSmithKline Consumer Healthcare has been around for over four decades. Launched in the mid 1970s, the brand was the first in its category to use a celebrity endorser to convey a proposition like energy.

Have news to share? Write to us