MUMBAI, INDIA — Electronics brand boAt believes that passion lies in every street and every reel. And talent that’s out of this world, deserves a platform that’s out of this world as well. This was the inspiration behind FloAtverse, India’s first K-Pop concert in the metaverse.
Conceptualized and executed by boAt and Digitas India, FloAtverse tapped into Gen Z’s passion for K-culture in India, which also boasts one of the world’s largest fanbases. Headlined by upcoming K- Pop idol, Priyanka Mazumdar, the concert included a performance of “Rock with boAt” — a song created exclusively for boAtheads. The metaverse experience was opened by actor Rashmika Mandanna and hosted by internet sensation and K-Pop fanatic Radhika Bangia. Users were also given an opportunity to participate in several experiences to win exclusive discounts as well as a chance to fly to Seoul in South Korea.
boAt’s FloAtverse K-Pop craze painted the town purple from Instagram, Snapchat and YouTube to prime OOH venues and tickets on Book My Show.
Speaking on the initiative, Aman Gupta, Co-founder and CMO, boAt, commented, “boAt has always pioneered live experiences for a younger generation and we have continued to do so by organizing India’s first K-Pop concert in the metaverse. Contrary to popular belief, the metaverse can be experienced with just a smartphone and an internet connection, rather than a VR headset. Through FloAtverse, we created an experience that combines the cultural trend of K-pop with the latest marketing technology. I learned that K-Pop has a massive following in India through this initiative.”
Talking about boAt’s foray into the virtual world, Abraham Varughese, CCO, Digitas India added, “We didn’t want to just dip our toes into something new because everyone was doing it. FloAtverse was designed to be uncompromisingly relevant and give fans a compelling reason to interact with their favorite artists and their content in an alternate world. Ultimately, it delivered more than fleeting curiosity.”
