To introduce the new TRebel range, a campaign designed and conceptualised by Digitas is introduced by audio-wear brand boAt. It all begins with the rapper & brand ambassador of boAt, Raja Kumari, writing the “Rebel Anthem” which was then made into a music video.
The name of the song is “I am a rebel” which is in association with Universal studios & mass appeal Kiara Advani, Bani J and others. The song also features Sanicca Patil (MMA fighter), Durga Dawde (LGBTQ+ activist), girls from The Famous Crew (dance troop) amongst others.
Aman Gupta, co-founder and chief marketing officer, boAt 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.”
Siya Wadhawan, brand manager, boAt added,
“Being a female myself, 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 has been our partner for this campaign, enabling us to deliver the right message, to the right set of audience.”
Sonia Khurana, chief operating officer, Digitas India said,
“The TRebel Anthem, and the #RebelRepliesOnly activation on IWD are just the first-of-many opportunities to showcase what the brand believes in. We’re so excited about the great partnership with boAt and what’s to come”.