boAt launches 'Break Through Music' campaign

The brand partnered with Digitas India to celebrate, support and shine a spotlight on budding artists who are competing with mainstream musicians, big labels, and algorithms

BestMediaInfo Bureau
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boAt launches 'Break Through Music' campaign

This World Music Day, boAt is presenting ‘Break Through Music’, a campaign aimed at giving emerging artists the stage they truly deserve.

The campaign features a list of young and upcoming artists across indie, pop, Bollywood, Punjabi, and rap genres, including Akanksha Sethi, Kunwarr, Rahi, Pho, KASYAP, Shubham Kabra, and Akshath Acharya.

To execute this campaign, boAt took a bold step by purchasing a 100% share of voice ad space on YouTube. Leveraging the power of contextually relevant pre-roll ads, tailored to individual users based on their preferred music genres, boAt ensured that viewers were introduced to similar emerging artists before they even listened to their intended song.

This approach allowed these talented musicians to shine and captivate the attention they rightly deserve. The execution of the campaign went beyond digital platforms. boAt collaborated with these budding artists, creating content that showcased their unique style and sound.

The launch of these emerging artists was celebrated on outdoor hoardings across city hotspots, which acted as a testament to their talent and invited music lovers to discover the next generation of stars. The campaign also disrupted the norm by dedicating all YouTube ad spots on trending songs to promote the next big talents and transforming OOH properties into QR OOH art, connecting viewers to the world of upcoming artists.

These artists are designed as QR codes, which viewers can scan to be redirected to the page where they can listen and stay updated on their genre and playlists.

Aman Gupta, Co-founder and Chief Marketing Officer, said the company is proud to be at the forefront of identifying, discovering, and celebrating new talent with the potential to make it big. By combining the powers of traditional and digital algorithms, boAt aims to provide a fitting stage to upcoming artists. As a brand, boAt is committed to encouraging young people to take up their passion and will continue to support emerging talent in the music industry.

The campaign is being released at a pan India level and will span multiple platforms including digital, radio, outdoor and a microsite -


Agency: Digitas India

Creative: Abraham Varughese, Abhinav Pd, Jaidev Singh, Aastha Jain, Prachi Gupta, Simran Kaur, Tarini Bahri, Shubhangi Dixit, Siddharth Kumar

Account Mgmt: Saurabh Aggarwal, Mahima Varma, Rohini Mukherjee

Planning: Shachi Sharma, Sasanka Das

music boAt YouTube Ad spots songs musicians World Music Day WMD 2023 QR OOH art