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  • Brands spark new year fun with witty billboard banter across India

    Brands spark new year fun with witty billboard banter across India

    MUMBAI: Traffic jams just got entertaining: brands are waging wars – not with WhatsApp texts or witty tweets, but with billboards that bite back.

    As you crawl along the road, an eye-catching banner quips, only to be topped the next day by its competitor’s cheeky comeback. The billboards aren’t just advertisements; they’re battlegrounds for banter – a hilarious showdown in the sky.

    In the spirit of 2025’s resolution mania, India’s most iconic brands are trading punches with humour and wit, thanks to Upstox’s ingenious campaign. Forget stale promises – these billboards are serving up financial wisdom, housing goals, and playlist envy with a side of laughs.

    Upstox, a leading wealth management platform, set the tone with its playful message: “Diet me greens add kar diye. Aur green portfolio ka kya?” Encouraging individuals to consider their financial goals for the new year, the billboard quickly caught public attention.

    Other brands followed suit, adding their unique flair to the conversation:

    .  boAt, the audio lifestyle brand, chimed in with a reminder for party hosts:
        “New Year party to rakhli. Par playlist ka kya?”

    .  Asian Paints tapped into aesthetics with a nod to home decor:
        “Apne favourite celebrities ki saari movies dekh li. Lekin unke home decor ka kya?”

    .   Pepperfry highlighted hosting essentials with its clever quip:
        “House Party announce kar diye. Ab extra seating ka kya?”

    .   Yatra, the travel platform, inspired wanderlust with a call to action:
        “Vacation ke sapne dekh liye. Aur booking ka kya?”

    .  OLX encouraged gadget upgrades with practicality:
        “Phone upgrade karna hai? Purane phone ka kya?”

    .  PharmEasy kept health resolutions in focus:
        “New Year party toh karli. Par health resolutions ka kya?”

    .  Bobble AI tapped into relatable texting humour for romantics:
        “Crush ka number mil gaya? Ab texting interesting banane ka kya?”

    The billboard banter seamlessly blended humour, relatability, and creativity, proving how outdoor advertising can spark a vibrant dialogue. Each brand stayed true to its identity while contributing to a shared New Year theme, creating a memorable campaign that resonates with audiences across India.

    As 2025 approaches, this campaign stands as a testament to the role of camaraderie and wit in effective advertising, proving that resolutions may come and go, but great storytelling lasts forever.

  • boAt gets musicians to endorse its Hi-Res Ldac-tech-based ear buds

    boAt gets musicians to endorse its Hi-Res Ldac-tech-based ear buds

    MUMBAI: When you are in the audio wearables business and want to showcase your new technology and new devices, you would not do better than  having musicians and artistes  to kind of try out your products and endorse them in a way.

    Just like boAt has done for its campaign for lossless digital audio codec (Ldac)-technology-based innovative products –  the Nirvana Ion ANC Pro and Airdopes 800 HiDef—designed to deliver an unparalleled audio experience for music lovers. Ldac actually works by transforming how music sounds.  

    The campaign features rapper Yung Raja, hip-hop producer Sez on the Beat, Grammy-nominated vocalist Shilpa Rao, and legendary fusion band Indian Ocean. These creative icons bring their musical genius to life, demonstrating how Ldac enhances their artistic process and delivers an immersive listening experience for their fans. 

    * Yung Raja (Rapper): Fusing Tamil and English, Yung Raja is a voice for today’s dynamic, youthful audience, and his unique sound reflects the power of Ldac  to bring diverse music genres to life.  

    * Sez on the Beat (Music producer): A pioneer in India’s burgeoning hip-hop scene, Sez embodies cutting-edge sound innovation, showcasing Ldac’s ability to capture every beat and sound detail.  

    * Shilpa Rao (Musician): With her emotive, versatile voice, Shilpa Rao’s partnership with boAt reflects her commitment to bridging traditional and contemporary music, offering her audience an audio experience like never before. 

    * Indian Ocean (Fusion band): Known for their eclectic fusion of sounds, Indian Ocean pioneers a musical journey that resonates across generations. Their collaboration with boAt highlights how Ldac technology elevates their music to new heights of precision and clarity. 
     
    The campaign aims to establish the Ldac technology as a game-changer in audio quality, providing crystal-clear, high-resolution sound over Bluetooth. Through this initiative, boAt is seeking to strengthen its brand image as a leader in technological innovation, while connecting with passionate music enthusiasts who crave authentic, studio-quality sound. The Ldac  technology, a breakthrough high-resolution audio codec, ensures that every detail of a track is preserved, making it ideal for audiophiles and music creators alike. 

    Said a boAt spokesperson: “The partnership with these iconic artists underscores boAt’s commitment to artistic authenticity and technological advancement, offering listeners an unrivalled audio experience, whether they’re in the studio or simply enjoying music at home. This collaboration aims to inspire listeners to experience music in its purest form—immersive, precise, and powerful.” 

    boAt’s new products – Nirvana Ion ANC Pro and Airdopes 800 HiDef.- have a stunning design  with cutting-edge features, bold colours, and exceptional sound. Airdopes 800 HiDef earbuds are available in graphite grey and sterling silver, offering a stylish and modern look. Nirvana Ion ANC Pro: Available in three premium colours: blazing comet, northern lights, and rose quartz, these noise-cancelling TWS bring superior sound and elegance to every listening experience.  

    Both the Airdopes 800 HiDef and Nirvana Ion ANC Pro are available now at an introductory price of Rs  2,299 and Rs  2,499, respectively. Customers can purchase these innovative products through multiple channels, including boAt-lifestyle.com, Flipkart, Amazon, Myntra, quick-commerce platforms, and select offline stores.

  • boAt partners with MTV Hustle 4 to amplify Indian hip-hop culture

    boAt partners with MTV Hustle 4 to amplify Indian hip-hop culture

    Mumbai : boAt, India’s leading audio wearable brand, is thrilled to announce its sponsorship of MTV Hustle 4- Hip Hop Don’t Stop, India’s premier hip-hop reality show. This partnership underscores boAt’s commitment to empowering creative expression and individuality, solidifying its position as a cultural icon resonating with the nation’s youth.

    From the streets to the spotlight, hip hop has emerged as the voice of India’s new generation, and boAt is committed to amplifying this movement. As Indian hip hop continues to break barriers and reshape cultural norms, boat is proud to support a platform that ensures these artists are heard, driving the culture forward with each beat. Hip hop has redefined how young India engages with music, fashion, and lifestyle, and boAt is excited to be a part of this transformation, empowering the next wave of creative talent to rise.

    boAt’s association with MTV Hustle 4 aligns seamlessly with the brand’s vision to foster a vibrant music ecosystem. The show’s platform will provide boAt with an unparalleled opportunity to connect with a passionate audience of hip-hop enthusiasts and music lovers across India. By supporting emerging talent and celebrating the rich tapestry of Indian hip-hop, boAt aims to inspire and empower the next generation of artists.

    “We are excited to partner with MTV Hustle 4, a show that has played a pivotal role in shaping India’s hip-hop landscape,” said, co-founder and CMO boAt Aman Gupta. “Our brand resonates with the energy, passion, and authenticity that the show embodies. Through this collaboration, we aim to amplify the voices of talented artists and contribute to the growth of the hip-hop culture in India.”

    As a brand that has consistently pushed boundaries and challenged conventions, boAt’s association with MTV Hustle 4 is a natural extension of its commitment to innovation and cultural relevance. The partnership will see boAt actively engage with the show’s audience through various initiatives, including product integrations, brand activations, and social media campaigns.

    Viacom18, head – youth, music, and English entertainment cluster Anshul Ailawadi said: MTV Hustle amplifies the voice and sentiment of India’s youth on a global stage. Since desi hip hop is about showcasing creative innovation, we’re happy to collaborate with a popular youth-centric brand like boAt, as they are influencing youth culture too, with differentiated tech experiences. I’m sure that our collaboration will drive a deeper connect with the young music communities across urban India.

    MTV Hustle 4 is set to captivate audiences with its high-octane performances, intense battles, and inspiring stories. With boAt’s support, the show promises to deliver an unforgettable experience for viewers and elevate the hip-hop scene in India to new heights.

  • Warner Music India brings eight unique tracks from ‘Maati’

    Warner Music India brings eight unique tracks from ‘Maati’

    Mumbai: Warner Music India has launched Maati, a musical project celebrating India’s folklore with eight tracks in eight languages. The lineup includes artists like Vishal Dadlani, Mohit Chauhan, Mikey McCleary, Sushant Divgikar (Rani KoHEnur), Madhubanti Bagchi, Ash King, and Nikhita Gandhi. The tracks will be released over the next two months on Warner Music India’s YouTube channel and social media, starting with the first track, Bawla, available now on all streaming platforms.

    Bawla features Sushant Divgikar, with music by Mikey McCleary and traditional sounds from The Khan Brothers. The song blends modern beats with Rajasthani folk, portraying the spirit of a carefree soul.

    Curated by composers Achint Thakkar and Parth Pandya, Maati explores India’s musical traditions, highlighting regional music and pairing contemporary artists with folk stories that cross language and regional barriers. The first season is powered by boAt.

    Warner Music India & SAARC MD Jay Mehta shared, “With Maati, our vision was to create a platform that elevates India’s folk music and artists to the global stage, while celebrating the rich diversity of our folk traditions. Through this journey, we’ve uncovered extraordinary stories from across the country, and I am deeply passionate about sharing them with the world. This first official season marks just the beginning, as we aim to make Maati a recurring seasonal property, with plans to evolve it into a live festival next year.”

    One of the curators Achint Thakkar added, “Maati is about breaking boundaries—showing that folk music isn’t confined to regional artists. Every artist involved has fully embraced the folk traditions they are representing, creating a truly immersive musical experience.”

    Co-curator Parth Pandya commented, “Working on Maati has been an incredible experience. We’ve brought together an amazing ensemble of artists to tell the rich stories of India’s culture. India is a land of languages, but music is a boundless emotion. Maati embodies that freedom—it’s everything, everywhere.”

    boAt co-founder and CMO Aman Gupta shared, “boAt, as a proud homegrown audio technology brand, has always been deeply rooted in the rich diversity and culture of India. Our journey with Maati feels like a natural extension of that pride. We understand that it’s not just about gaining a share of voice, but about truly embracing a share of culture—by meaningfully contributing to the music scene and celebrating the vibrant heritage that shapes who we are.” 
     

  • boAt teams up with Marvel for the ‘Deadpool & Wolverine’ movie

    boAt teams up with Marvel for the ‘Deadpool & Wolverine’ movie

    Mumbai: boAt, an audio and wearable brand, is excited to announce a dynamic partnership with Marvel Entertainment for the movie “Deadpool & Wolverine.” To mark this collaboration, boAt has launched the exclusive Deadpool Edition Airdopes Alpha, available exclusively on Flipkart and the boAt website. This launch coincides with boAt’s innovative marketing campaign, “Go Crazy.” This exciting campaign taps into the movie’s hype and perfectly resonates with Deadpool’s outrageous personality.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Tusshar Kapoor (@tusshark89)

    The campaign kicks off with a playful twist as boAt’s co-founder and CMO, Aman Gupta, discovers his car vandalized by his own marketing team, inspired by his directive to “Go Crazy for the campaign.” This humorous incident sets the stage for a series of videos that showcase the campaign’s fun and quirky elements.

    The campaign features three entertaining videos starring prominent personalities: Indian actor and producer Tusshar Kapoor, Tajikistani playback singer, boxer, and social media influencer Abdu Rozik, and Indian actor and producer Mukesh Rishi, renowned as Bulla. Each brings their unique style to unveil the Airdopes Alpha edition. Emulating Deadpool’s irreverent spirit, these videos break the fourth wall, injecting humour and a hint of madness into the narrative.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by boAt (@boat.nirvana)

    In the first video, Mukesh Rishi (Bulla) unboxes the Airdopes Alpha Deadpool edition in his characteristic rhyming style. The second video showcases Abdu Rozik boxing in the ring, competing for the coveted Airdopes Alpha. In the third video, Tusshar Kapoor promotes the limited edition Airdopes Alpha in his iconic character style. Each portrayal captures the essence of the Deadpool series Airdopes Alpha, adding an element of excitement and frenzy.

    The campaign extends offline with contextual posters strategically placed along select Metro Lines of the DMRC metro. These posters, infused with Deadpool’s distinctive quirkiness, aim to entertain commuters and build anticipation around the product launch. One standout poster humorously reads, “Listening to gossip isn’t cool, but these Airdopes are.”

    boAt co-founder & CMO Aman Gupta expressed his enthusiasm about the partnership: “We are thrilled to collaborate with Marvel’s ‘Deadpool & Wolverine’ movie. This perfectly aligns with our brand’s commitment to creativity and innovation. We look forward to delivering a blend of humour and superior audio quality to our customers through this exciting campaign and product.”

    The Deadpool Edition Airdopes Alpha will be exclusively available on Flipkart and the boAt website at a special price of Rs 999. This limited-edition product promises to resonate strongly with Deadpool fans, offering them a unique and immersive audio experience.

  • Disney Consumer Products in India teams up with brands and retailers

    Disney Consumer Products in India teams up with brands and retailers

    Mumbai: To celebrate the release of Marvel Studios’ ‘Deadpool & Wolverine’, Disney Consumer Products India has collaborated with 25 brands across apparel, accessories, food and beverage, and technology to launch an array of themed merchandise locally. These brands include Adidas, boAt, Coca-Cola, Myntra, NESTLÉ POLO, The Souled Store, Wrogn and more.

    For nearly 85 years, the Marvel Cinematic Universe has introduced diverse characters and compelling stories, transforming Marvel Super Heroes into pop-culture icons that are well loved in India. Deadpool joins the ranks of powerhouses like Iron Man, Captain America and Thor, and his sensational appeal has brands in India diving into the extended Marvel Universe with this latest and highly anticipated movie release.

    Disney Consumer Products, India, director Priya Nijhara said, “Deadpool’s refreshing charisma and irreverent humour has amassed formidable fandom in India, particularly with the Gen Z audience. This reflects Marvel’s enduring relevance today and fuels our excitement as we join forces with exceptional brands to roll out an expansive line of Deadpool & Wolverine themed products in celebration of the movie release.”

    Here are some of the Marvel Studios’ ‘Deadpool & Wolverine’ inspired merchandise to look out for:

    Coca-Cola has launched limited-edition Coca-Cola cans and bottles featuring Deadpool & Wolverine, including 32 iconic Super Heroes from across the Marvel Universe. Illustrated with a balance of white, red, and black tones, each can is scannable and brings the character to life through an AR extension.

    NESTLÉ POLO features Deadpool’s quirky persona on three limited-edition packs that fans can scan for a chance to win branded merchandise. The new red and black packaging debuted in India, and it embodies Deadpool’s signature colours.

    Snacking brand Too Yumm! adds an extra kick to its Bhoot Karare and Karare Munchy Masala range with the bold personas of the Marvel Super Heroes, highlighting their appeal to the newer generation.

    boAt has curated an audiowear collection themed after Deadpool & Wolverine, blending Marvel’s epic storytelling with its advanced technology. Inspired by their agility and resilience, Belkin introduces a portable wireless power bank with seamless charging and a built-in stand (available on Amazon.in from July 27).

    Modern riders can embody their heroic spirit with AXOR’s limited-edition helmets showcasing Deadpool & Wolverine designs. Titan joins the buzz with dynamic eyewear and fashion accessories through Titan Eye+ and Fastrack respectively, incorporating the signature colours and elements from Deadpool & Wolverine.

    Deadpool’s unfiltered charm and charisma is coveted by apparel brands looking to focus on young adults. Wrogn, endorsed by cricketing genius Virat Kohli, channels Deadpool and Wolverine’s rebellious spirit with a collection featuring iconic quotes from the movie and standout designs. The Souled Store unveiled a range of t-shirts, backpacks, and high-top sneakers, covering all essentials for any occasion. Bonkers Corner, Free Authority, Brand Studio Lifestyle, Myntra, Max Fashion, Pantaloons and WYM extend the excitement of Deadpool & Wolverine beyond the screen through custom collections, available in their respective retail stores and online platforms. Reliance has launched an extensive lineup through its sub-brands (Yousta, Azorte and Reliance Trends), offering everything from t-shirts and jackets to denims.

    Alongside merchandise from 7‑Eleven, fans can also look forward to an exciting collaboration with Adidas set to launch in India in early August.

    The latest merchandise from these brands and retailers aim to delight Indian fans and add to the excitement of the movie. Marvel Studios’ ‘Deadpool & Wolverine’ will release in India on 26 July in English, Hindi, Tamil and Telugu.

  • boAt and Zepto join forces delivering music and fun in just 10 minutes!

    boAt and Zepto join forces delivering music and fun in just 10 minutes!

    Mumbai: boAt, an audio and wearable brand, and Zepto, India’s fastest-growing consumer internet company, have partnered to redefine the way consumers access quality audio and entertainment. This dynamic collaboration aims to deliver unparalleled audio experiences right to your doorstep in 10 minutes. By combining boAt’s expertise in crafting exceptional audio products with Zepto’s unparalleled speed of delivery, the partnership promises to revolutionize the way people enjoy music, movies, podcasts and more. Whether you’re hosting a spontaneous get-together, diving into a captivating podcast, or binge-watching your favourite series, boAt and Zepto ensure the perfect audio companion is just a few taps away.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by boAt (@boat.nirvana)

     

    To celebrate the partnership, boAt and Zepto have created a whimsical and humorous film featuring iconic pop culture doppelgängers. These characters are interestingly depicted sitting in a boat, being pulled around the city by a Zepto delivery partner. The film is a compilation of organic, entertaining interactions between these characters, with periodic zoom-outs revealing the Zepto rider’s tireless efforts. It culminates with a message emphasizing the campaign’s promise: Delivering the Best of Music and Entertainment in just 10 Minutes, Powered by boAt and Zepto.

    Complementing the film, X saw a “BoatOnRoads” trending at No. 1 along with a series of outdoor billboards that resonate with current pop culture. These billboards address everyday scenarios with a humorous twist, highlighting boAt’s features as solutions. These creative billboards will capture attention and drive home the convenience and excitement of this partnership.

    “Partnering with Zepto is a natural fit for boAt,” said boAt spokesperson. “We share a common goal of delighting customers with innovation and convenience. By offering boAt’s incredible audio products on the quick commerce platform, we’re bringing joy and entertainment to people’s lives in just 10 minutes.”

    Zepto chief brand officer Chandan Mendiratta added, “This collaboration with boAt aligns perfectly with our mission to bring the best products to our customers in the quickest possible time. We are excited to combine our delivery speed with boAt’s superior audio quality, creating a seamless and delightful experience for our users.”

  • boAt appoints Jasleen Royal as brand ambassador

    boAt appoints Jasleen Royal as brand ambassador

    Mumbai: boAt, a consumer electronics brand renowned for its innovative audio & wearables products, is thrilled to announce Jasleen Kaur Royal, the acclaimed Indian singer-songwriter, as its newest brand ambassador. Known for her soulful voice and distinctive musical style, Jasleen Royal has captured the hearts of millions with hits like “Heeriye”, “Ranjha”, “Din Shagna Da” and “Love You Zindagi”.

    Jasleen is a self-taught musician who has taken the Indian music industry by storm. Despite having no formal training in music, Jasleen Royal’s journey is a testament to her immense talent and dedication. She effortlessly combines singing and composing, often playing multiple instruments simultaneously, showcasing her versatility and creativity. Her ability to blend folk, indie, and contemporary genres has garnered widespread acclaim, making her a beloved figure in the Indian music industry.

    Royal’s achievements include winning the Filmfare Award for Best Music Director in 2022 for the film Shershaah, being the first female music director to win the award and composing songs for movies including Shershaah (2021), Baar Baar Dekho (2016), Gully Boy (2019) and more.

    As boAt’s brand ambassador, Jasleen Royal will embody the brand’s ethos of youthful energy, innovation, and passion for music. Her authentic connection with audiences aligns perfectly with boAt’s commitment to delivering high-quality audio experiences that resonate with consumers across India and beyond.

    Commenting on the association, boAt co-founder and chief marketing officer Aman Gupta expressed excitement about the collaboration: “Jasleen Royal is not just a talented musician but also a cultural icon who represents the spirit of today’s youth. Her song “Heeriye” became a national sensation, establishing her as a force to be reckoned with. We are delighted to have her on board as our brand ambassador. Her unique style and widespread appeal will undoubtedly strengthen boAt’s connection with music enthusiasts and fans.”

    Jasleen Royal shared her enthusiasm for partnering with boAt, saying, “I am thrilled to join forces with boAt, a brand that has revolutionized the audio industry with its innovative products. Music is a universal language, and I believe boAt’s commitment to delivering superior sound experiences aligns perfectly with my own passion for creating music that resonates deeply with listeners.”

    With Jasleen Royal on board, boAt continues to reinforce its position as a frontrunner in the consumer electronics market, offering a diverse range of audio solutions that cater to the evolving needs and preferences of music lovers worldwide.

  • boAt and myG partner with AMMA to celebrate Mollywood spirit

    boAt and myG partner with AMMA to celebrate Mollywood spirit

    Mumbai: boAt consumer electronics brand, and myG, a premier electronics retail chain 100 showrooms across Kerala, joined hands with the Association of Malayalam Movie Artists (AMMA) for their recent general body meeting held in Kochi over the weekend.

    The event marked the re-election of veteran actor and Padma Bhushan recipient Mohanlal as AMMA president for a remarkable third consecutive term. Additionally, the meeting saw the introduction of new office bearers, including Siddique as the new general secretary, Jagadish and Jayan Cherthala as vice presidents, and Unni Mukundan as the new treasurer.

    Beyond celebrating AMMA’s achievements, the event emphasized the ongoing commitment of boAt and myG towards Kerala’s entertainment and film industry. This collaboration signifies their dedication to fostering cultural and technological advancements within the state of Kerala. By partnering with AMMA, boAt and myG reiterate their support for local talent and initiatives that propel the growth of the prestigious Malayalam film industry.

    “We at boAt and myG are incredibly proud to partner with AMMA,” said boAt spokesperson. “The Malayalam film industry is a powerhouse of talent and creativity, and we are committed to supporting its growth and celebrating its achievements.”

    A myG spokesperson added, “myG has been an active partner for all AMMA events, and the support we have received from the fraternity is truly commendable. We value our association with AMMA and look forward to continuing this collaborative journey, fostering strong relationships and contributing to the success of future events”.

     

  • boAt challenges AI with Jasleen Royal on World Music Day

    boAt challenges AI with Jasleen Royal on World Music Day

    Mumbai: As the world celebrates World Music Day, the role of Artificial Intelligence (AI) in the creative process has sparked significant controversy and debate, reflecting broader concerns about technology’s impact on human creativity and artistic expression. But does it really? The “Smart, but not Art” campaign by boAt aims to reassure artists of all stripes that AI, while powerful, cannot replace the human touch that breathes life into music.

    The campaign’s centrepiece is a captivating video featuring renowned singer Jasleen Royal. In a timed pressure test, Jasleen will face off against an AI coding expert, both tasked with writing an extended version of her hit song “Heeriye.” While the AI, guided by the coder, analyses data to craft technically sound lyrics, Jasleen will draw on her emotions, experience, and raw talent to create a song that resonates with the soul.

    The video concludes with a thought-provoking question: “Who is the better lyricist?” This illustrates the campaign’s central message: AI may be adept at processing information, but it cannot capture the essence of human emotion that defines true art. Complementi, a series of influencer activations will see prominent figures holding placards across the city, particularly near tech offices and IT parks. These placards will highlight the limitations of AI tools, emphasizing that AI can never replicate the emotional depth conveyed by a singer through their lyrics. Real artists can feel and express these emotions in a way that AI simply cannot.

    “Smart, but not Art” is not about diminishing the potential of AI,” said boAt spokesperson. “Instead, we want to celebrate the irreplaceable role of human creativity in music. AI can be a powerful tool, but it’s the artist’s heart and soul that truly connects with listeners.”

    “Through “Smart, but not Art,” we invite the global community to celebrate the enduring power of human creativity and reaffirm our commitment to supporting artists in their journey of self-expression.” He added.

    Use the hashtag #SmartButNotArt and let’s celebrate the power of human creativity!