New Delhi: boAt has announced its partnership with acclaimed hip-hop rap artist KR$NA as its newest brand ambassador. Recognized for his powerful lyrics, authentic style, and influence among India’s youth, KR$NA aligns perfectly with boAt’s bold, trendsetting spirit and its commitment to premium audio and lifestyle experiences.
Celebrating individuality, fearless self-expression, and authenticity, boAt continues to connect deeply with the next generation of consumers. KR$NA’s meteoric rise in the Indian hip-hop scene, relentless hustle, and ability to resonate with millions of young fans position him as the ideal face to amplify boAt’s mission of empowering a generation that thrives on originality, style, and cultural pride.
A true trailblazer, KR$NA has redefined Indian hip-hop with streaming blockbusters like YKWIM (116M+ streams), I GUESS (61M+ streams), and Joota Japani (38M+ streams). His sharp lyricism and authentic storytelling in tracks such as Yours Truly, No Cap, and Never Enough have transformed everyday struggles and aspirations into anthems for today’s youth—making him the perfect voice to represent boAt’s spirit of boldness and originality.
On the partnership, KR$NA shared, “I’ve always liked to keep everything limited and let my music do the talking, just like boAt keeps it real by letting its products speak for themselves. As both of us draw strongly from culture, I believe this collaboration will vibe with every street and corner across India.”
As part of this collaboration, boAt will roll out a series of innovative campaigns celebrating the intersection of music, culture, and technology. From exclusive content drops and interactive digital experiences to high-energy on-ground activations, KR$NA and boAt aim to engage India’s trend-conscious youth in fresh, exciting, and meaningful ways.
“At boAt, we are committed to empowering the youth by offering premium products that celebrate their individuality and bold spirit. KR$NA’s journey in the hip-hop scene is a testament to resilience, creativity, and passion – qualities we deeply resonate with. We are proud to welcome him as our brand ambassador and look forward to co-creating experiences that go far beyond technology,” said a boAt spokesperson.
Once an underground movement, Indian hip-hop has emerged as a powerful cultural force. With KR$NA’s fan base of over 4.6 million monthly listeners and his reputation as the true voice of Indian hip-hop, this collaboration reinforces boAt’s positioning as a culture-first, go-to brand for India’s youth.
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