90s song meets Ranveer Singh in Talented's latest boAt campaign “Eargasm”

In its latest for boAt, Talented.Agency aims to deliver the feeling of frisson, (physiological effect of chills or goosebumps from a piece of music or from any aesthetic experience) with Ranveer Singh.

Nirvana by boAt is the audio brand’s first-ever sub-brand launch in the premium segment, targeted towards more discerning music listeners. It has 120 hrs of battery life, Active Noise Cancellation, and the boAt’s customised bass enhanced EQ suitable for listening to songs.

Conceptualised by Talented, directed by Reema Maya, and produced by Catnip, this film also presents a remake of 90s track–Hai Raama reimagined as Hai Yaara, set as the background score. The series has two more films slated to go live early February.

Vedansh Kumar, Head of Brand Marketing, boAt, said, “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 with 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”

 Pooja Manek, Founding Member and Creative, Talented, added, “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!”

Reema Maya, Director, Catnip, said, “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.”

Credits:

Directed by Reema Maya

Shot by Suresh Natarajan