Ad Campaigns
boat’s new TRebel range is an ode to rebellious women
MUMBAI: Indian consumer electronics brand boAt is celebrating the rebel within a woman and has come up with a new collection of audio products exclusively for women. The lifestyle audio-wear brand believes there's a shift from women being told what to do, to them writing their own rules, and that it’s time to go beyond the 'women-can-run the-show' conversations and enable women to explore more and celebrate their individuality.
The campaign to introduce the company’s all new TRebel range has been designed and conceptualised by Digitas. It began with rapper and boAthead Raja Kumari writing the Rebel anthem, which was then made into a music video I Am A Rebel song in association with Universal Studios and Mass Appeal featuring Kiara Advani, Bani J and Raja Kumari. The song also features MMA fighter Sanicca Patil, LGBTQ+ activist Durga Dawde, girls from dance troop The Famous Crew amongst others.
Taking the rebellious attitude a step ahead, the brand seized the occasion of International Women’s Day to take a stand on women being victim to a lot of sleazy messages on social media. On the company’s Twitter handle it helped the girls hit back with #RebelRepliesOnly.
Digitas India COO Sonia Khurana said, “Spirit-sappers swarm the internet in these times. boAt’s TRebel, the new feisty collection for women, provided the perfect backdrop to highlight the spirit that makes up boatheads – to not be mute but to stand-up, have a voice, and push back in style. The TRebel Anthem, and the #RebelRepliesOnly activation on IWD are just the first-of-many opportunities to showcase what the brand believes in.”
boAt co-founder & CMO Aman Gupta said: “We at boAt, feel that women deserve a specific range of products that cater to them. They deserve an experience, designed to perfection both in terms of aesthetics and quality.”
boAt brand manager Siya Wadhawan added, “I have witnessed that there is a strong urge in us to explore more and celebrate our individuality. What’s better than having a vibrant range of audio-wear that is specifically designed to match up to our needs of flaunt-worthy designs and cutting edge technology?
Digitas India EVP & creative head Mark Mcdonald shared,“Being a rebel isn’t just about making a fashion statement or sporting a certain look, it’s a way of life. One that expresses your individuality and shows who you truly are. Working with Raja Kumari and an all-woman collaboration of amazing female personalities was the perfect way for boAt to create an ode to all the rebels out there.”
Link to the campaign:
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
