Mumbai: In its latest campaign for audio brand boAt, Talented.Agency has looked to explore and visualise the feeling of frisson. It features actor Ranveer Singh.
Frisson the company explains is 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’.
Nirvana by boAt the company said is the audio brand’s first-ever sub-brand launch in the premium segment, targeted towards more discerning music listeners. It has 120 hours of battery life, Active Noise Cancellation, and the audio brand’s signature sound–boAt’s customised bass enhanced EQ suitable for listening to songs.
Conceptualised by Talented, directed by Reema Maya, and produced by Catnip, this film also presents a remake of the 90s track–Hai Raama reimagined as Hai Yaara,set as the background score. The series has two more films slated to go live early this month.
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”
“At its best, advertising is supposed to make you feel something deeply. 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 favourite 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!” adds Pooja Manek, Founding Member and Creative, Talented.
