MISFIT by boAt on boards Shanaya Kapoor, Vir Das, Divyendu Sharmaa, & Rohit Saraf as brand ambassadors

Misfits by Boat

MISFIT by boAt has also launched an integrated campaign, #NeverFitIn with the new-age stars of Indian millennia, conceptualized and executed by the in-house team and creative agency, Digitas.

MISFIT by boAt 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 colorful 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. It is now live across all social media platforms and can be tracked via #NeverFitIn

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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.”



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