'Game ladke ladkiyon ka nahin, stamina ka hota hai': Boost breaks gender stereotype with new mobile game

Women's sports and women's cricket in India has still not been able to receive the same recognition as men's sports. While there have been some major transformations, there is still a long way to go. Boost- a health beverage company- has now tried to bridge this major gap by launching a new mobile game.

Boost launched a mobile game called 'Boost: Game Stamina Ka' on the 4th of March in partnership with World Cricket Championship 3 (WCC3). The company hopes to communicate the notion that 'Game Ladke Ladkiyon Ka Nahin, Stamina Ka Hai' through this game, underlining the tradition of cricket being a game of stamina rather than gender. 'Boost: Game Stamina Ka,' created by Mindshare Content+, is a one-of-a-kind game featuring a special mode in which players may pit a male squad against an all-female squad.

Krishnan Sundaram, Vice President, Nutrition Category, HUL, during the game launch, said that the game celebrates the sportswomen who have inspired the young generation.

 "At Boost, we are constantly discovering ways to connect with our consumers. ‘Boost: Game Stamina Ka’ celebrates our sportswomen who have not only proved their mettle but have also inspired thousands of girls across the world. Through this new game, we believe that we can reach out to ardent cricket fans with a much-needed fresh perspective without compromising on the entertainment quotient. Our aim has always been to provide the consumers with the best possible experience by constantly innovating and maintaining their interests. The passion and enthusiasm the Indian audience has for cricket will enable them to have a gripping gaming experience," she said.

This game campaign comes at a time when the  Wome's World Cup is underway. The Indian team currently stands at third place in the points table after three games. They beat Pakistan and West Indies but lost to the hosts New Zealand. They will play their next game against England on the 16th of March. The team will be looking to get their hands on their first World Cup this year.