MISFIT by boAt – a new-age self-care and grooming brand that aims to initiate conversations off the mainstream wagon on boards Shanaya Kapoor, Vir Das, Divyendu Sharmaa, and Rohit Saraf as brand MISFITS (ambassadors). MISFIT believes in the importance of self-care and visualizes a future free from gender stigma through a colourful brand vision and bold conversations. It is for the ones who don’t fear breaking the rules nor think twice before choosing the style they want to carry.
The brand has also launched an integrated campaign#NeverFitIn with these new-age stars of Indian millennia. It encourages people to break away from the stereotypical outlook around perfection and urges them to see the beauty in authenticity. The campaign has been conceptualized ably executed by the in-house team and creative agency, Digitas. This new campaign is a complete MISFIT, quite literally. Unlike traditional marketing campaigns which focus on storytelling to convey a message, MISFIT’s #NeverFitIn does the opposite and is a compilation of behind-the-scenes as well as blooper reels with an ending that will make you expect the unexpected. Each of the MISFIT (Ambassador) brings his/her unique personality and values to the entire campaign and that’s exactly what makes it a true fit for MISFIT. The campaign is now live across all social media platforms and can be tracked via #NeverFitIn.
On the brand campaign, Aman Gupta, Co-Founder and CMO, boAt said, “We have established our leadership in the earwear and wearable category, and are strengthening our lifestyle portfolio under the ‘MISFIT’ brand. Since the launch, we have received rave reviews about the brand and the products. Our brand MISFITS (ambassadors) celebrate and personify the new socio-culture. With this new campaign, we want to tickle the jester in you.”
Sonia Khurana, COO, Digitas India added, “After working with boAt for more than a year across various campaigns, we are thrilled to have been an active part for the launch of MISFIT by boAt. We have always wanted to tell the youngsters of today that they can be anything they want to be, even if that means being a MISFIT. Breaking the category code of always being prim and proper for the camera is what inspired us to come up with such a unique campaign which is a complete MISFIT in itself”