Mumbai: VML India has unveiled a new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’, celebrating the enduring legacy of MS Dhoni while tapping into Gen Z’s digital-first engagement habits.
Launched in sync with the ongoing Indian Premier League season, the integrated campaign combines social-first storytelling with a strong out-of-home (OOH) presence across key markets including Mumbai, Chennai and Guwahati. It positions Boost Milkshake as a symbol of collective fan energy, linking the brand to Dhoni’s persona of resilience, calm, and excellence.
Conceptualised with a strong cultural insight, the campaign moves beyond traditional celebrity endorsement by turning fandom into an active source of energy. Amplified through influencer collaborations and fan communities, including engagement with Dhoni superfans, the initiative aims to create authentic, peer-driven connections with younger audiences.
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 & Tirtha Ghosh, Senior VP and Executive Creative Directors, VML India add, “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, Hindustan Unilever Limited said, “Boost is the OG of cricket culture. While ‘The Secret of My Energy’ & 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.”
The month-long campaign is designed to build deeper emotional resonance with Gen Z audiences, leveraging digital storytelling, OOH visibility, and cricket-led cultural moments to strengthen Boost Milkshake’s positioning as a modern, shareable energy symbol rooted in fandom and performance.
View this post on Instagram
Credits:
- Client – Hindustan Unilever Limited
- Brand – Boost Milkshake
- Agency – VML India
- Agency Leadership – Babita Baruah, CEO | Jaibeer Ahmad – Managing Partner North, Client & Business Leadership
- Creative Leadership – Kalpesh Patankar – CCO
- Creative Team – Nakul Sharma – VP & ECD (Copy), Tirtha Ghosh – VP & ECD (Art), Piyush Gupta – Sr. Creative Director, Rajaneesh Jain – Sr. Creative Director
- Account Management – Charu Bhatnagar – Sr VP & EBD, Virender Bhawnani – CSD, Prateek Bellani – Account Director
- Account Planning – Shubhrojyoti Roy – National Planning Strategy
