Introduction -Boost Lets Just Play

First time ever in Indian Television History

Boost to blank out Nick for 30 minutes on September 27, 2008

Mumbai, August 28, 2008: Nick, India’s fastest growing kids’ entertainment channel and Boost, India’s leading Malt based drink, announce ‘Let’s Just Play’ - A ‘pro-kids movement’ to promote ‘active lifestyle & outdoor play’. We attempt to motivate kids and parents to work towards a healthy and playful lifestyle and make it a habit to last a lifetime. The ‘Let’s Just Play’ movement will kick-off with a pioneering initiative - Nick going blank for 30 minutes on September 27, 2008, to encourage kids to step out and go play outdoors. We will take ‘Let’s Just Play’ on-ground through play events in Mumbai, Delhi and Bangalore, thus urging kids to ‘Get Up, Get Out & Go Play’. Eminent personalities like Priya Dutt, Pooja Bedi, Cyrus Broacha, Aditi Govitrikar, Smriti Irani, Chunkey Pandey to name a few, have lent their support to this movement.

Boost believes Sports teaches kids important lessons to Win in Life.

Boost endeavors to reach out to kids and their parent through ‘Let’s Just Play’ and reinforce the importance of physical play. Formative play is important for a kid’s overall growth and development and this movement attempts to reinforce our commitment to ensuring a healthier Generation Next.

Pawan Sud, GM – Marketing, Other Nutritionals, GSKCH India said, “Boost has been synonymous with energy and the winning attitude. A fact well substantiated by our association with India's sports icons like Sachin Tendulkar, MS Dhoni, Virender Sehwag and Ishant Sharma. Our single minded belief has been that to win in life one needs to win in sports. This belief has helped us focus on encouraging youngsters to go out and play thus benefitting from the invaluable lessons sports can teach in life. Association with Nick for the ‘Let's Just Play’ movement is taking the brand's philosophy a step further by giving kids an opportunity to indulge in recreational sport. A time unencumbered by various in house entertainments that keeps them away from experiencing the Adrenalin rush that physical activity gives. Through this association with Let's Just Play, we hope to reinforce the message that indulging in sports helps bring out the winner in youngsters."

‘Let’s Just Play’ is receiving active support from various strata of society including politicians, actors, child psychologists, school principals and teachers amongst others. Priya Dutt, Congress MP who strongly supports ‘Let’s Just Play’, said, “Kid’s are our country’s future, hence we need to have a healthy generation that will lead us to success. I believe this movement is the need of the hour. At my end, I am trying to ensure that we create an environment and spaces that encourages physical outdoor play.”

With a host of celebrities supporting ‘Let’s Just Play’, celebrity mother, Pooja Bedi said, “Parents have an important role to play in the lifestyle that their kids lead. I always encourage my kids to lead an active lifestyle and devote some time to outdoor play. It is great to see Nick start up a movement dedicated to kids well being”.

Child psychologists have constantly stressed on the importance of kid devoting time to play. “Outdoor play is key to a child’s balanced development; both mental and physical. Play helps kids vent out their stress and pressures. Through play kids also learn values such as sharing, leadership and team spirit. I am glad that this movement will reach out to millions of kids and parents to instill in them healthy lifestyle habits.” says child psychologist, Dr. Sharita Shah, from Mumbai.

Cyrus Broacha believes playing with his kids is de-stressing. Cyrus says, “Kids must take up active play as their expressway to being cool & fit. Playing is about laughter, masti, friendship and so much more. Playing makes kids into cooler youngsters; because at the end of the day all work and no play makes Jack a dull boy.”

Boost has associated with Nick to support ‘Let’s Just Play’. Speaking on the occasion,

Over the next month, Nick and Boost will be continuing its efforts to spread the word of a healthier lifestyle by creating awareness through celebrity testimonials, debates, discussion forums and on-ground events targeting kids and parents.

We are committed to converting this enthusiasm into a reality, driving a change in society.