Boost becomes the first Indian brand to partner with Vodafone McLaren Mercedes

The Boost brand logo will run on Lewis Hamilton and Jenson Button's race cars during the Grand Prix

BestMediaInfo Bureau | Delhi | September 20, 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 consumer brand to partner with this team and which is on the back of a long-term strategic partnership that GlaxoSmithKline (GSK) has formed with 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 race weekend.

Over the years, Boost has been synonymous with stamina and energy and this partnership with Vodafone McLaren Mercedes 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.

Speaking on the association, Jayant Singh, Marketing Head, GlaxoSmithKline Consumer Healthcare 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 consumer 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.”

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.”

The partnership is supported by a consumer contest being run by Boost and a national TV campaign that goes live soon.

Info@BestMediaInfo.com

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