MUMBAI: Indian consumer electronics brand boAt is celebrating the rebel within a woman and has come up with a new collection of audio products exclusively for women. The lifestyle audio-wear brand believes there's a shift from women being told what to do, to them writing their own rules, and that it’s time to go beyond the 'women-can-run the-show' conversations and enable women to explore more and celebrate their individuality.
The campaign to introduce the company’s all new TRebel range has been designed and conceptualised by Digitas. It began with rapper and boAthead Raja Kumari writing the Rebel anthem, which was then made into a music video I Am A Rebel song in association with Universal Studios and Mass Appeal featuring Kiara Advani, Bani J and Raja Kumari. The song also features MMA fighter Sanicca Patil, LGBTQ+ activist Durga Dawde, girls from dance troop The Famous Crew amongst others.
Taking the rebellious attitude a step ahead, the brand seized the occasion of International Women’s Day to take a stand on women being victim to a lot of sleazy messages on social media. On the company’s Twitter handle it helped the girls hit back with #RebelRepliesOnly.
Digitas India COO Sonia Khurana said, “Spirit-sappers swarm the internet in these times. boAt’s TRebel, the new feisty collection for women, provided the perfect backdrop to highlight the spirit that makes up boatheads – to not be mute but to stand-up, have a voice, and push back in style. The TRebel Anthem, and the #RebelRepliesOnly activation on IWD are just the first-of-many opportunities to showcase what the brand believes in.”
boAt co-founder & CMO Aman Gupta said: “We at boAt, feel that women deserve a specific range of products that cater to them. They deserve an experience, designed to perfection both in terms of aesthetics and quality.”
boAt brand manager Siya Wadhawan added, “I have witnessed that there is a strong urge in us to explore more and celebrate our individuality. What’s better than having a vibrant range of audio-wear that is specifically designed to match up to our needs of flaunt-worthy designs and cutting edge technology?
Digitas India EVP & creative head Mark Mcdonald shared,“Being a rebel isn’t just about making a fashion statement or sporting a certain look, it’s a way of life. One that expresses your individuality and shows who you truly are. Working with Raja Kumari and an all-woman collaboration of amazing female personalities was the perfect way for boAt to create an ode to all the rebels out there.”
Link to the campaign:
https://www.youtube.com/watch?v=a5_3OFjGn-A&pbjreload=101
