Tapping into Speed's massive Indian fanbase and unfiltered energy, we created Speed boAt a campaign that wasn’t just seen, but felt across the internet.
Insight and Idea
While most brands partnered with cricketers during the World Cup, we took a different route – bringing the ultimate international cricket fan, IShowSpeed, to Mumbai. I spearheaded and conceptualized a high-energy campaign that turned his visit into an interactive spectacle, seamlessly integrating boAt products while making waves across social media. This unexpected approach set the brand apart, capturing massive engagement and cultural relevance.
Capitalized on IShowSpeed’s massive Indian fanbase and cultural relevance to:
Boost boAt’s visibility through high-impact creator-led storytelling,
Create a viral moment with real-time engagement & organic amplification,
Position boAt as a brand deeply connected with youth and internet culture.
Details
Year
2024
Role:
Content Head
Involvement:
Creative direction, Campaign ideation, Communication planning, Brand storytelling, Content strategy alignment, Social media copies, Virality-focused content, Engagement-driven messaging, Brand voice consistency, CTR improvement via copies
Execution
Adapted the content strategy in real-time, shifting from a planned vlog to an unexpected 4-hour livestream when Speed made an impromptu decision to go live, maximizing real-time audience engagement as fans followed him across Mumbai.
Results
-Mumbai came to a standstill, fans flooded locations, making headlines.
–65M+ total reach (earned + organic views), boAt became part of a viral cultural moment.
–30% increase in brand mentions spiking engagement across platforms.
– 0.07 CPV, exceptional cost efficiency for a campaign of this scale.
– Won the Abby’s for Best Creator Partnership, cementing its industry impact.
This wasn’t just marketing, it was internet history in the making!