MUMBAI, INDIA — Talk about personalisation, and boAt took it to a whole new level with their Women’s Day campaign. Their T.Rebel range of smart wearables and audio wear is designed exclusively for women. And the campaign experience they designed on the occasion of Women’s Day was just as exclusive, a first-of-its-kind.
boAt partnered with Digitas India, their digital agency, to launch a film that could be viewed by women only. This was made possible by building an interactive experience that unlocked the film with a voice command, but only when that voice belonged to a woman.
Featuring the gorgeous Rashmika Mandana, the film spoke to women everywhere, urging them to ‘Dance through Life’. This life-affirming message was delivered as a joyous, upbeat anthem composed and performed by the upcoming Indie artist, Irfana Hameed.
Speaking about the campaign, Sushant Sharma, Brand Manager, boAt, said, “We designed the entire T.Rebel range keeping women in mind. So it was only fitting that they should have the first preview of the campaign. Moreover, we’re delighted to have Rashmika join the boAt family and be the face of this campaign. Her presence will allow us to forge new connections and induct more boAtheads into our community.”
Abraham Varughese, Chief Creative Officer, Digitas, added, “The T.Rebel brief offered us a unique opportunity to creatively use technology for differentiation in a sea of sameness.”
CREDITS
Agency: Digitas India
Strategy: Niharika Ghoshal & Shachi Sharma
Creative: Arindam Chakrabarty, Mahima Kukreja, Simran Kaur, Rakesh Singh, Ayushi Arora & Debashish Biswas
Business: Simarpreet Narang, Rohini Mukherjee
Bot Planning and Integration : Soumitra Biswas, Anant Agarwal & Jaspreet Kaur
Production House: Study Fry
