boAt partners with Digitas India to unveil a Women's Day film that only women can watch

boAt has taken personalisation to a new level with their Women’s Day campaign. The brand 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.

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.

Featuring actor 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. 

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.”

https://www.boat-lifestyle.com/pages/dance-through-life 

Credits:

Agency: Digitas India

Strategy: Niharika Ghoshal and Shachi Sharma

Creative: Arindam Chakrabarty, Mahima Kukreja, Simran Kaur, Rakesh Singh, Ayushi Arora and Debashish Biswas

Business: Simarpreet Narang, Rohini Mukherjee 

Bot Planning and Integration: Soumitra Biswas, Anant Agarwal & Jaspreet Kaur 

Production House: Study Fry

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