Lost in Nirvana Featuring Ranveer Singh – New Campaign for boAt

“At its best, advertising is supposed to make you feel something deeply.”

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A new campaign from boAt asks if you ever heard of a feeling called frisson. It’s the physiological effect of chills or goosebumps that come from a piece of music or from any aesthetic experience, more commonly referred to as an ‘eargasm’.

New creative ad work from Talented.Agency explores and visualizes this feeling, featuring Bollywood star Ranveer Singh.

Nirvana by boAt is India’s #1 audio brand’s first-ever sub-brand launch in the premium segment, targeted towards more discerning music listeners.


 

Conceptualized by Talented, Directed by Reema Maya, and produced by Catnip, the “very frisson-worthy film” also presents a remake of the iconic 90s track–Hai Raama reimagined as Hai Yaara, set as the background score. The series has two more films slated to go live in early February

“At its best, advertising is supposed to make you feel something deeply,” said Pooja Manek, Founding Member and Creative, Talented.

“So instead of straight-up plastering the features of the range, the films give you a trailer of what it feels like to listen to your favorite music using Nirvana by boAt. We took ‘show, don’t tell’ extremely seriously. Achint, the celebrated composer of Scam 1992’s title track, did a phenomenal job of recomposing and reigniting nostalgia, and we can agree it’s an earworm.”


 

“I mean, Ranveer Singh vibing to Nivana eardopes against supersuns and supermoons? It’s definitely not a traditional approach to advertising. We wanted to create a very visual film to encapsulate the idea of an eargasm, and through the different films in the campaign, we have explored different visual interpretations of it,” said Reema Maya, Director, Catnip.

Vedansh Kumar, Head of Brand Marketing, boAt adds, “As an audio brand, it only makes sense for us to overthink the background score well before getting into production. We picked this classic for its nostalgia, its sexiness, and its unmissable appeal with our target audience. We’re also immensely thrilled to have roped in B-town’s most discerning ear, Ranveer Singh, as the face of this range”

 

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