BoAt's New Ad With Ranveer Singh Promises An 'Eargasm'
Ever heard of this feeling called frisson? It’s 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'. The latest ad for Nirvana by boAt explores and visualises this feeling, featuring Ranveer Singh.
Conceptualised by Talented, Directed by Reema Maya, and produced by Catnip, the film presents a remake of the iconic 90s track–Hai Raama reimagined as Hai Yaara, set as the background score. The series has two more films slated to go live in early February.
“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.
“The atmosphere on set was electric - Ranveer was a bright ray of sunshine, and everyone including the security outside the studio was grooving to our song! Ranveer Singh is a director’s dream, it was such a pleasure to direct him! It’s always exciting to work on a project where everyone is passionate about creating something different. I mean, Ranveer Singh vibing to Nivana eardopes against supersuns and supermoons? It’s definitely not a traditional approach to advertising. We wanted to create a very visual film to encapsulate the idea of an eargasm, and through the different films in the campaign, we have explored different visual interpretations of it., says Reema Maya, Director, Catnip.
Vedansh Kumar, Head of Brand Marketing, boAt comments, “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 to 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”
