Brands
boAt rolls out campaign to celebrate the Gen-Z smart way of life
Mumbai: boAt has rolled out a new campaign promoting its Alexa Built-in smartwatch, boAt Xtend, that put the spotlight on GenZ and how they like to extract the most out of every hour, every day.
Titled as #MoreInEveryday, the campaign effectively brings out the various intelligent features of the watch such as setting reminders and counting calories that complement the GenZ way of life.
The brand roped in influencers like RJ Kisna and Divija Bhasin to bring out the content creators’ POV of doing more with an Xtend. They even collaborated with digital channel Filter Copy with millions of viewers to bid goodbye to all things made redundant when their watches enabled voice commands. To generate more relatability among the Indian audience, boAt pushed out a series of influencer-led videos highlighting the quirks around ‘Stuff Indians ask Alexa’.
Designed for a tech-savvy generation, the smartwatch can be operated with simple voice commands to Alexa, which is its standout feature.
Speaking about the campaign, boAt brand manager Siya Wadhawan said, “We get this generation. We know what makes them tick. The Xtend watch with Alexa Built-in has been designed to fit perfectly into their lifestyle, and we’re pretty sure that the campaign will resonate with them and make voice-enabled smart wearables mainstream.”
Digitas chief operating officer Sonia Khurana, added “#MoreInEveryday was a reminder for every GenZ, every hustler, and every doer, of all the things they can achieve with an Alexa on their wrists. It was a treat to partner with boAt to create yet another exciting campaign.”
Amazon India head of Alexa skills and voice services Teena Sidana added, “Customers in India interact with Alexa millions of times every day to ask for information, start their workout and manage their day with reminders, to-do lists, alarms and more. With the boAt Xtend smartwatch customers can interact with Alexa on the go, wherever they are, and continue to make the most of their day. We are sure this campaign will resonate with GenZ and they will be able to see a little bit of themselves in the videos.”
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
