BOOST MILKSHAKE UNVEILS DHONI-INSPIRED CAMPAIGN WITH VML

VML India’s latest campaign for Boost Milkshake, The New Secret of Mahi Energy, pays tribute to MS Dhoni’s legacy. With a social-first strategy, it engages GenZ through digital activations, fan communities, and Dhoni’s Number 7 jersey, positioning Boost Milkshake as a symbol of resilience, shared energy, and collective belief. 

In a move that blends cultural resonance with digital innovation, VML India has unveiled Boost Milkshake’s latest campaign, The New Secret of Mahi Energy, centred on cricketing legend MS Dhoni. More than a conventional endorsement, the campaign positions Boost Milkshake as a symbol of resilience, collective energy, and the enduring legacy of Dhoni’s Number 7 jersey.  

Crafted with a social-first approach, the campaign is designed to capture the imagination of GenZ audiences across India. Rooted in insights into their digital habits and aspirations, the storytelling celebrates Dhoni’s journey of excellence and perseverance, while inviting fans to share in his energy. The month-long, integrated campaign spans multiple channels, combining strategic execution with creative flair to unite Dhoni and his supporters under a common narrative of passion and belief.  

The campaign’s activation has been particularly visible across Mumbai, Chennai, and Guwahati, with impactful out-of-home placements complemented by national social-first initiatives. Fan communities and influencers have amplified the message, with Dhoni’s ardent supporter Saravanan Hari leading peer-to-peer fan connections. This blend of grassroots enthusiasm and digital engagement reflects GenZ’s love of shared experiences and personal storytelling, ensuring the campaign resonates beyond traditional advertising.  

Jaibeer Ahmad, Managing Partner – North, VML India, underscored the emotional dimension of the campaign, noting that Boost has always stood for 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,” he said. Ahmad emphasised that energy today is not merely physical but emotional, collective, and contagious, with Boost Milkshake tapping into this new-age energy to fuel the passion of a billion fans.  

By aligning Dhoni’s legacy with GenZ’s digital-first culture, VML India has crafted a campaign that is both personal and shareable. It positions Boost Milkshake as more than a product – as a conduit of collective energy, resilience, and belief, echoing the spirit of Dhoni’s career and the devotion of his fans. In doing so, the campaign strengthens Boost’s identity as a brand that fuels greatness, not just on the field but in the hearts of millions.