This Raksha Bandhan, boAT is adding a playful twist to tradition with a new ad featuring Bollywood ‘Bad Man’ Gulshan Grover.
Featuring the ‘Blackmail Brother Academy’ (BBA), the dynamic and entertaining campaign sees Grover reprise his role as Kabira, the iconic villain from the classic film Hera Pheri.
This ad captures the universal feeling all sisters have on Raksha Bandhan: the hope of getting the perfect gift from their brothers. However, they often end up with cliche presents like a box of chocolates or a shagun ka lifafa. This year, however, boAt and Grover are set to shape things up with an engaging Blackmailing Course designed specifically for sisters across India.
In a dark and dramatic tone that mirrors his villainous role, Kabira delivers an epic blackmailing masterclass. The piece-to-piece tutorial advises sisters on how to use their secrets to secure better gifts from their brothers during Raksha Bandhan. Enhanced with dramatic visuals and overlays, the film culminates with a call to action, urging sisters to demand boAt products as their Rakhi gifts this year.
“Ye karne se bhaiya, babu se zyada aapka dhyan rakhega,” Grover captioned the post.
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This Raksha Bandhan, boAt has taken personalization to the next level by employing AI technology through its microsite called BH:AI, which is used to create unique and engaging blackmail messages from the Blackmailer Professor. In these videos, Kabira will address brothers by name and warn them that a secret shared by their sister will be revealed unless they buy her a boAt product. This fun twist ensures that the sisters can share these videos with their brothers, making the threats both light-hearted and effective.
The message says, “Ye course complete karne se har devi ko prasad milega aur apka bhaiya babu se zyada aapka dhyan rakhenge.”(“ये कोर्स पूरा करने से हर देवी को प्रसाद मिलेगा और आपका भैया बाबू से ज्यादा आपका ध्यान रखेंगे।“)
“A playful twist on Raksha Bandhan, our Blackmail Brother Academy is all about making this festive season fun and memorable. We’re thrilled to have the legendary Gulshan Grover, the OG Bad Man, lead this campaign and bring smiles to countless siblings across the country,” said Aman Gupta, CMO & Co-founder of boAt.
The ad has received over 1 million views till date on Instagram alone.
