MAM
boAt teams up with Marvel for the ‘Deadpool & Wolverine’ movie
Mumbai: boAt, an audio and wearable brand, is excited to announce a dynamic partnership with Marvel Entertainment for the movie “Deadpool & Wolverine.” To mark this collaboration, boAt has launched the exclusive Deadpool Edition Airdopes Alpha, available exclusively on Flipkart and the boAt website. This launch coincides with boAt’s innovative marketing campaign, “Go Crazy.” This exciting campaign taps into the movie’s hype and perfectly resonates with Deadpool’s outrageous personality.
The campaign kicks off with a playful twist as boAt’s co-founder and CMO, Aman Gupta, discovers his car vandalized by his own marketing team, inspired by his directive to “Go Crazy for the campaign.” This humorous incident sets the stage for a series of videos that showcase the campaign’s fun and quirky elements.
The campaign features three entertaining videos starring prominent personalities: Indian actor and producer Tusshar Kapoor, Tajikistani playback singer, boxer, and social media influencer Abdu Rozik, and Indian actor and producer Mukesh Rishi, renowned as Bulla. Each brings their unique style to unveil the Airdopes Alpha edition. Emulating Deadpool’s irreverent spirit, these videos break the fourth wall, injecting humour and a hint of madness into the narrative.
In the first video, Mukesh Rishi (Bulla) unboxes the Airdopes Alpha Deadpool edition in his characteristic rhyming style. The second video showcases Abdu Rozik boxing in the ring, competing for the coveted Airdopes Alpha. In the third video, Tusshar Kapoor promotes the limited edition Airdopes Alpha in his iconic character style. Each portrayal captures the essence of the Deadpool series Airdopes Alpha, adding an element of excitement and frenzy.
The campaign extends offline with contextual posters strategically placed along select Metro Lines of the DMRC metro. These posters, infused with Deadpool’s distinctive quirkiness, aim to entertain commuters and build anticipation around the product launch. One standout poster humorously reads, “Listening to gossip isn’t cool, but these Airdopes are.”
boAt co-founder & CMO Aman Gupta expressed his enthusiasm about the partnership: “We are thrilled to collaborate with Marvel’s ‘Deadpool & Wolverine’ movie. This perfectly aligns with our brand’s commitment to creativity and innovation. We look forward to delivering a blend of humour and superior audio quality to our customers through this exciting campaign and product.”
The Deadpool Edition Airdopes Alpha will be exclusively available on Flipkart and the boAt website at a special price of Rs 999. This limited-edition product promises to resonate strongly with Deadpool fans, offering them a unique and immersive audio experience.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
