Covid-19 is an abrupt public health crisis that has disrupted life across the globe. All of us are seeing massive and sudden changes in our lives. It is especially true for children who are missing the joys of going out to play with friends and the euphoria of winning a game.
In its new campaign #PlayAtHome, Boost, from Hindustan Unilever Limited, engages with kids by encouraging them to play safely within the confines of their homes. The campaign sets out to inspire kids to play at home and improve their skills. The campaign sees Boost brand ambassador and captain of the Indian cricket team, Virat Kohli, amplify this message, encouraging children to continue to #PlayAtHome through his social media accounts.
Vikram Bahl, Global Brand Vice-President, Nutrition, HUL, said, âCovid-19 has made everyone, including children, come to terms with the new normal of staying home to be safe. Through its #PlayAtHome campaign, Boost is looking to engage with children and urges them to use this opportunity to continue to play, train and hone their skills inside their homes. There are innovative ways to play, train and sweat it out safely at home. We trust that these will help prepare them for the game on the field.â
Joy Chauhan, Managing Partner & Sr. VP, Wunderman Thompson, Delhi, said, âThese are unusual times but they could also be a great life lesson for kids; especially if they can learn to turn adversity into something good. Boost has always inspired kids to play the bigger game. But today, it is inspiring them to continue doing it despite the odds being against them. They may not be able to go to the field, but they can keep training and playing at home. We hope Boost #playathome inspires and empowers them.â
The brand published two videos that were posted on its YouTube channel, showing kids playing different games. Adhering to the social distancing regulations of the government, the videos were shot by children playing indoors and edited remotely by production houses.
Virat Kohli FB post:
Brand released videos:
Campaign Elements: Digital
Client: Boost India
Creative Agency: Wunderman Thompson
CCO: Senthil Kumar
Creative Team: Hasan Jafri, Sumonto Ghosh, Yashaswini Singh
Servicing Lead: Charu Bhatnagar
Account Management: Rahul K Singh, Drishti Ganguly
Planning: Pinaki Bhattacharya, Rinku Chowdhury, Nikhil Thakkar
Production House: Small FryÂ