MAM
boAt and Digitas India announces K-Pop concert ‘FloAtverse’ in the Metaverse
Mumbai: In association with Digitas India, boAt announced the launch of India’s first K-Pop concert in the metaverse—”FloAtverse.”
FloAtverse tapped into Gen Z’s obsessive passion for K-culture in India, which also boasts one of the world’s largest fanbases. The concert was headlined by upcoming K-Pop idol, Priyanka Mazumdar, and 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, South Korea.
boAt’s FloAtverse K-Pop craze painted the town purple, from Instagram, Snapchat and YouTube to prime OOH venues and tickets on BookMyShow.
Speaking on the initiative, boAt CMO and co-founder Aman Gupta commented, “boAt has always pioneered live experiences for a younger generation and we have continued to do so by organising 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, Digitas India CCO Abraham Varughese 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 favourite artists and their content in an alternate world. Ultimately, it delivered more than fleeting curiosity.”
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
