Indian Audio Brand boAt Secures Celebrity Endorsement  

Indian audio and wearables brand boAt audio has secured a celebrity endorsement deal with homegrown musician Jasleen Kaur Royal. 

The 33-year-old musician who first came into the limelight as a semi-finalist in the debut season of India’s Got Talent in 2009, and is also the first female music director to win the Filmfare Award for Best Music Director in 2022. 

As boAt’s celebrity endorser, Royal personifies the brand’s youthful energy, innovation, and passion for music. Her authentic connection with audiences matches seamlessly with the brand’s dedication to delivering high-quality audio experiences with consumers across India and beyond.

Following the deal, Aman Gupta, co-founder, CMO boAt said, “Jasleen Royal is not just a talented musician but also a cultural icon who represents the spirit of today’s youth. Her song “Heeriye” became a national sensation, establishing her as a force to be reckoned with.”

“We are delighted to have her on board as our brand ambassador. Her unique style and widespread appeal will undoubtedly strengthen boAt’s connection with music enthusiasts and fans.”

Royal added, “I am thrilled to join forces with boAt, a brand that has revolutionised the audio industry with its innovative products. Music is a universal language, and I believe boAt’s commitment to delivering superior sound experiences aligns perfectly with my own passion for creating music that resonates deeply with listeners.”

According to ASN data, India is the second largest market in Asia for celebrity endorsements (non- sport) with a 16.1% share, seeing investment of US$194.2m+ since Q421, with a quarterly average investment of US$17.4m+ during this period. This is not surprising considering brands gunning for endorsements from Bollywood celebrities, however, it still pales in comparison to China’s gargantuan share of 64.2%, witnessing an investment of almost US$771.5m during this period. Generally, investment in celebrity endorsements have dipped below their quarterly averages in both markets.