MAM
Consumer audio brand boAt scripts a new strategy for a melodious growth in India
MUMBAI: The award-winning consumer audio brand – boAt has roped in Bollywood's versatile vocalist Neha Kakkar for their ‘Soul of the Musicians’ campaign. The youth icon will further strengthen the brand appeal among the musicophiles. The company will roll out a 360-degree advertising campaign featuring the new brand captain across print and digital platforms. Neha will also be seen as the celebrity face on the packaging of select boAt products. Last year boAt also roped in Punjabi singer Guru Randhawa for the ‘Soul of the Musicians’ campaign.
The celebrated Neha Kakkar has been a judge on shows like Indian Idol Season 10 and Sa Re Ga Ma Pa L'il Champs. She gained popularity through her songs like London Thumakda for the movie Queen, Main Tera Boyfriend for the movie Raabta and more.
Commenting on the association, Aman Gupta, Co-founder, boAt said, “Music is the soul of our brand. The vivacious Neha has created new benchmarks in singing through her melodious voice. She is a youth icon, and is immensely loved by her fans. She has the same passion as we have and represents our core belief in providing a great sound experience. We are pleased to welcome her to the boAt family.”
The new boAt-head Neha Kakkar, commented “I’m extremely thrilled to be on board as the face of boAt. The millennial audio brand is known for its tech quality and design. I personally love their products and I look forward to this collaboration.”
Neha is the latest one to join the star studded roster of the brand which already includes the likes of Bollywood actors Jacqueline Fernandez, Kartik Aaryan, Kiara Advani, and singer Guru Randhawa, cricketers Hardik Pandya, K. L. Rahul, Shikhar Dhawan, Jasprit Bumrah, Rishabh Pant and Prithvi Shaw.
In a sector dominated by established global brands, boAt has ramped up quickly in a short span of three years, through its core high-quality audio product line of smart, efficient, stylish and durable ‘hearables’. The brand has already registered INR 100 crores in FY'18 as gross sales and is eyeing INR 500 crores in the next few years. With a strong focus on consumer desires and aesthetics, the brand has created products that seamlessly integrate into the evolved consumer’s personal style statement. The trendy look and feel of the boAt speakers and headphones have led to the new category of ‘hearables’ akin to fashion accessories. boAt has already created a community of over 1,200,000 boAtheads (consumers) who want to be seen listening and wearing their favorite audio accessories to make a lifestyle statement.
boAt products are available both online (Amazon, Flipkart, Myntra, Snapdeal, etc.) and offline (Croma retail, Vijay Sales, Poorvika Mobiles, etc.)
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
