boAt has roped in hip-hop artist KR$NA as the brand’s newest ambassador. The collaboration aims to connect with young consumers by aligning with KR$NA’s reputation and influence within the Indian hip-hop scene.
KR$NA, known for his role in the Indian hip-hop scene, is recognized for tracks such as “YKWIM,” “I GUESS,” and “Joota Japani.” The brand highlighted his lyrical style and storytelling as aligning with its own focus on individuality and self-expression.
The partnership will involve a series of campaigns that blend music, technology, and culture, including digital content and on-ground events. These initiatives are intended to engage with a youth audience.
The collaboration highlights the increasing mainstream presence of Indian hip-hop, which has grown from an underground movement to a notable cultural force.
On the partnership, KR$NA shared:
I’ve always liked to keep everything limited and let my music do the talking, just like boAt keeps it real by letting its products speak for themselves. As both of us draw strongly from culture, I believe this collaboration will vibe with every street and corner across India.
boAt spokesperson, said:
At boAt, we are committed to empowering the youth by offering premium products that celebrate their individuality and bold spirit. KR$NA’s journey in the hip-hop scene is a testament to resilience, creativity, and passion – qualities we deeply resonate with. We are proud to welcome him as our brand ambassador and look forward to co-creating experiences that go far beyond technology.