boAt
boAt wanted to launch a youth-led audio series tied to local sounds — from hip-hop beats to daily hustle — all rooted in Indian culture. The brief: keep it raw, local, and loud.
boAt’s audience is always moving. They needed content that didn’t feel like an ad — it had to blend into street culture, from skateparks to college corridors.
How do we capture the rawness of urban India in 15-second bursts?
How do we ensure creators feel like collaborators, not influencers?
How do we embed the product without disrupting vibe?
We worked with creators who live this culture — street dancers, indie artists, and lo-fi editors — to shape content that felt more like a drop than a campaign.
We turned speakers and earphones into street symbols, wrapped in creator-made Reels and community challenges.
The result?
8 creators, spanning genres and zones
2.9M+ views across social
4.1M+ reach, with record-high save and share rates
boAt didn’t just launch a product — it dropped an anthem. Street-first, vibe-led, and viral.