MISFIT BY BOAT
#NeverFitIn: boAt
boAt in collaboration with the MISFITs of the industry - Shanaya Kapoor, Vir Das, Divyendu Sharma and Rohit, launched an integrated campaign conceptualized by Digitas, that encouraged people to go beyond the stereotyped ideals of perfection.For its quirky range of grooming and self-care products - MISFIT, the brand initiated conversations around the importance of self-care and visualized a future free from gender stigma.
The campaign mirrors the brand’s vision for the MISFIT range in a series of branded content that uses the film treatment of bloopers reels and behind-the-scenes, enabling the ambassadors to portray an unconventional approach to life.
Sonia Khurana, COO, Digitas India – “We wanted to make sure that anyone picking up MISFIT as their grooming partner, feels like they’ve chosen a brand that’s an extension of who they are - someone with oodles of attitude, free-spirited and an independent thinker. We are thrilled to partner with boAt yet again on another exciting launch that shows tremendous promise.”
Apart from the snackable celebrity videos, we also used ‘Memes’, a popular format used for alternative thinking to bring alive the MISFITs way of life:
On the brand campaign, Aman Gupta, Co-Founder and CMO, boAt said, “We have established our leadership in the earwear and wearable category, and are strengthening our lifestyle portfolio under the ‘MISFIT’ brand. Since the launch, we have received rave reviews about the brand and the products. Our brand MISFITS (ambassadors) celebrate and personify the new socio-culture. With this new campaign, we want to tickle the jester in you.”
