On Women’s Day, boAt set out to challenge the objectification of women in item songs by addressing the very language used to describe them. Through humor, satire, and brand collaborations, the campaign urged audiences and the entertainment industry to rethink how women are portrayed in music and media.
While these lyrics have been normalized, Right the Song aimed to start a conversation about changing the narrative. Instead of just criticizing, we offered an engaging, solution-driven approach to reframe how women are described in music.
Execution
Satirical Standup Video – Comedian Aishwarya Mohanraj humorously broke down lyrics, highlighting the absurdity of terms like “item,” “tandoori murgi,” and “pataka.”
- Brand Collaborations – Partnered with Swiggy, Zomato, Amul, and Licious to redefine what a “real item” is—food, not women.
- AItem – Alternative Descriptor Generator – A digital tool offering empowering alternatives to replace derogatory lyrics in songs.
Right the Song sparked crucial conversations, urging the entertainment industry to rethink how women are portrayed in music.
Result
Widespread Social Media Engagement – The campaign sparked organic conversations, with users sharing their own lyric alternatives.
- Earned Media & Marketing Buzz – Picked up by major marketing and media pages, driving the message beyond just boAt’s audience.
- Brand Visibility & Cultural Relevance – Positioned boAt as a brand that not only entertains but also challenges cultural norms through smart, meaningful marketing.
With Right the Song, boAt didn’t just start a debate—it provided a playful yet powerful way to rewrite the way women are represented in music.