boAt –a lifestyle brand offering consumer audio products is betting big on cricket. The brand has roped in Shikhar Dhawan, Jasprit Bumrah, Rishabh Pant, and Prithvi Shaw as brand captains to connect and further strengthen the brand’s appeal among the target audience. The brand is now represented by six Indian cricketers including Hardik Pandya, and K. L. Rahul. The company will roll out a new advertising campaign featuring the new brand ambassadors.
Celebrating the T20 carnival and further setting the tone for this cricket season this year,boAt has also partnered with has partnered with Mumbai Indians, Chennai Super Kings, and Kings XI Punjab as category partner. As part of the collaboration boAt has got the partnership rights and will additionally launch limited edition headphones and speakers inspired by the insignia and colours of the teams, to cater to the fans of the respective teams. The starting price of these licensed products are INR 499 and will be available online on sites like Amazon.in, Flipkart and more. The company will soon roll out a new advertising campaign featuring the new products.
Commenting on the partnerships, Aman Gupta, Co-founder, boAt said, “In a country like ours where cricket has been a sport on the field and a "religion" for fans. This is the first time a brand has done something like this for cricket. We are delighted to announce our partnerships with star cricketers and the three T20 franchisees. The sport has always proven a great medium to connect with the millennial and Gen Z audience and further strengthen the brand narrative.
IMG Reliance has been has been working closely with boAt on all their sports partnerships. On boAt and associations,Nikhil Bardia, Head of Sales at IMG Reliance Commented, “boAt is a challenger audio brand that is willing to break conventions and defy status quo. The new cricket and its players associations are innovative in their approach and represent an audience of choice. The millennial fan maps perfectly with the boAt audience who are looking to make a statement with their choice of audio accessories.As a company we endeavour to create meaningful partnerships for brands like boAt in areas of sports and entertainment.”
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 in FY'18 as gross sales and is eyeing INR 500 crores in the next few years. It has already created a community of over 1,200,000 boAtheads (consumers) who want to be seen listening and wearing their boAt accessories to make a lifestyle statement.