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Bira 91 partners with boAt to launch 'Boom' audio collection

Launches a special music video track for the collaboration called 'Get Set Boom.'

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Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The 'Boom' collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.

To bring alive the central theme of music that resonates with both brands, Bira 91 crafted a special music track for this collaboration called "Get Set Boom," composed and sung by Diesby and Mark Bhatia. The high-energy video produced by Big Bad Wolf Studios and Thumb Thamba Production paints a picture of the perfect weekend, with music bringing friends together in a house-party setting.

“At Bira 91, we have been partnering with several like-minded homegrown brands, to provide unique experiences to our consumers. And this association with India’s largest earwear brand is another step in that direction,” said Bira 91 CEO and founder Ankur Jain, commenting on the partnership.

“The launch of the limited-edition collection of ultra-stylish audio devices helps both brands deliver on their consumer promise of quality and innovation. Our endeavour at Bira 91 is to become a lifestyle brand and we have been building a dynamic portfolio of products at the Bira 91 Merch Store. This partnership with boAt takes us a step closer towards that goal,” he added.

Check out the "Get Set Boom" official video here:

The ‘Boom’ collection will include the brand’s Stone SpinX 2.0 and Stone 190, along with the boAt Rockerz 450 Headphones for those who enjoy music in their own space. The collection has been curated for consumers who are bold and expressive, and don their wearable accessories as an extension to their personality, said the brand. "It seamlessly integrates the colour palette and the design of Bira 91’s ‘Boom’ variant with the fashion-forward aesthetically designed boAt portfolio," it added.

“We aspire to launch the most unique, vivid and quirky products in the Indian Market and the Boom collection showcases our ideology really well. We hope our boAtheads enjoy using these products as much as we did designing them,” said Imagine Marketing Pvt Ltd co-founder and CMO Aman Gupta.

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