“Diljit has a simple yet high spirited and lively personality."
Technology brand boAt Lifestyle has announced that actor and singer Diljit Dosanjh will be their new brand ambassador.
The company is a mixture of music, fashion and action sports.
Diljit has been named brand ambassador to target music enthusiasts across all ages, especially millennials.
Diljit is a prominent figure within the Punjabi music industry and is known for his passionate singing. But he is also renowned for his acting skills.
With the versatile performer being named brand ambassador, boAt aims to touch a “Desi tune” with enthusiasts.
In just four years, the brand quickly became popular and is now ranked as the number one brand in headphones and earphones, with a more than 20% market share according to the data released by the International Data Corporation (IDC).
In a statement, the company said:
“boAt products have been evolving from wired to wireless, from earphones to ear-buds, and have even partnered with Amazon and Google for voice-enabled speakers.
“After establishing dominance in the audio accessories market, boAt has now debuted in the ‘wearables’ category.”
On the partnership with Diljit, boAt co-founder Aman Gupta said:
“Diljit has a simple yet high spirited and lively personality.
“From his zany outfits to his chunky shoes to his impromptu comedy while conversing with electronic devices is what is admired by millions of millennials and Generation Z followers.
“Keeping the same in mind, we knew he is the perfect fit as a boAthead.”
boAt has a strong focus on consumer needs and aesthetics. Since 2016, the brand has created a community of over two million consumers, otherwise known as boAtheads.
According to the company, they want to be seen listening and wearing their boAt accessories to make a lifestyle statement.
boAt products have been evolving from wired to wireless, from earphones to earbuds.
They have even partnered with Amazon and Google for voice-enabled speakers. After achieving success in the audio accessories market, boAt has now made its debut in the ‘wearable’ category.
On being named brand ambassador, Diljit said:
“Punjabi music and folklore are bass-heavy and boAt’s high quality yet trendy products allows one to have great sound experience.
“In boAt, I have a new partner, which is truly Indian, and resonates with my personality.”
Diljit Dosanjh is coming off the success of his new album G.O.A.T.
It has been a huge hit among fans and songs on the album have Diljit’s signature hip-hop Punjabi fusion along with other tracks which have incredible lyrics and differentiate his unique capabilities as a singer.
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