‘boAthead’ Kartik Aaryan challenges creators, urges them to follow their passion
Audio brand boat announced a new #FloatsYourboAt campaign featuring its brand ambassador Kartik Aaryan. The campaign was conceptualized and created by Leo Burnett India and the boat marketing team.
The three new films in the #FloatsYourboAt campaign reinforce this narrative: bringing the brands purpose to life by showcasing new emerging subcultures and their communities. The idea is to give a social appreciation to those communities which have put in effort and rigor to convert careers once considered to be out of step into traditional industries. Youth icon and Bollywood star ‘Kartik Aaryan’ brings this conversation to life on screen.
The first film in this campaign honors content creators whose relentless efforts and relentless resilience have collectively made content creation a multi-million dollar industry.
In the film, Kartik Aaryan supports content creators by equating his effort to act on the big screen with the effort content creators put in to imagine, write and produce their own content. The light rings were used as the unique visual for the campaign, as most content creators use the light ring when producing their content. The campaign is well posted on digital platforms on Creators Day (30e September) with several planned engagements with content creators and influencers to further amplify the film.
Talk about the campaign Aman Gupta, co-founder and marketing director, boat said, “Our new campaign is sleek, modern and reflects our brand’s aspiration to provide a platform for today’s youth. We’re excited to launch this campaign on Creators Day, the perfect time to celebrate the voices of today’s youth – content creators with our boAthead Kartik Aaryan.
To celebrate the launch of the campaign, Kartik Aaryan added “As an artist, I understand the intricacies of delving into something deeply passionate about and my association with boat has always been about bringing that passion to life. This campaign is an expression for aspiring artists and designers who are leading the way to their dreams, for those who don’t follow the herd but make their own way. I’m grateful to be part of a story that celebrates the excitement and passion that goes into creating content and appreciating the way artists present themselves.
Adding more Vikram Pandey (Spiky), National Creative Director, Leo Burnett said: “A whole generation of creators is being born. And one of the things that holds them back is the lack of recognition for their efforts. Their work is often seen as a “passage of time,” when the rigor they put into creating is nothing less than what goes into creating a scene in a movie. So we asked movie star and youth icon Kartik Aaryan to legitimize the hard work of the creators. boat with its elegant solutions and technological advances has always been an ally of the creators, with this campaign boat also becomes their voice.
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