boAt Taps Samay Raina and KR$NA to Promote Affordable ANC Earphones

boAt’s latest campaign embraces a surprisingly compelling idea: during flights, what people truly desire is silence. The kind achieved when your earphones don’t just deliver sound — they cancel all the unwanted noise around you.

For anyone who has endured a crying baby or a chatty neighbour on a flight, Active Noise Cancellation (ANC) feels less like a feature and more like salvation. ANC operates by using tiny microphones to detect external sounds and then generating opposite sound waves to cancel them out.

The Pitch

boAt taps into that feeling in its newest campaign. The ad begins with a scene where an annoyed passenger on a flight asks stand-up comic Samay Raina and rapper KR$NA to quieten down. The annoyance is genuine. Then comes the twist: the earphones the person is using lack active noise cancellation (ANC). Boom. That moment emphasises that in certain situations — particularly flying — silence isn’t just enjoyable, it’s non-negotiable.

It’s a clever way to target those who truly appreciate the power of silence while travelling. From wailing babies to loud families and individuals who insist on sharing their phone conversations loudly, the chaos can quickly turn into a headache.

This Campaign Works because—

1. It addresses a relatable problem with a simple solution.

boAt isn’t just selling features; they are offering relief.

2. They choose influencers who align with the brand tone. Samay’s comedic style and KR$NA’s authenticity in rap make for a powerful combo.

3. Noise cancellation is something people experience, not just hear. By framing the message within a cultural context, boAt shows rather than tells why ANC matters.

4. The affordable pricing makes it accessible. Discounted prices start at Rs 1,499 and go up to Rs 3,200.

The Takeaway

boAt’s “Samay Raina + KR$NA ANC” campaign is more than mere product promotion. It offers a sensory escape — peace amid chaos — by leveraging voices and stories that connect with younger Indians. When executed effectively, this emotional connection fosters brand loyalty, trust, and ultimately leads to purchases.

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