boAt, an audio and wearable brand, has partnered with MTV Hustle 4- Hip Hop Don’t Stop, a hip-hop reality show. The partnership will see boAt actively engage with the show’s audience through various initiatives, including product integrations, brand activations, and social media campaigns.
This sponsorship underscores boAt’s commitment to empowering creative expression and individuality, solidifying its position as a cultural icon resonating with the nation’s youth, the company clarified.
As per the company, boAt’s association with MTV Hustle 4 aligns with the brand’s vision to foster a vibrant music ecosystem. The show’s platform will provide boAt with an opportunity to connect with a passionate audience of hip-hop enthusiasts and music lovers across India. By supporting emerging talent and celebrating the rich tapestry of Indian hip-hop, boAt aims to inspire and empower the next generation of artists.
Speaking about the partnership, Aman Gupta, Co-Founder and CMO, boAt, said, “We are excited to partner with MTV Hustle 4, a show that has played a pivotal role in shaping India’s hip-hop landscape. Our brand resonates with the energy, passion, and authenticity that the show embodies. Through this collaboration, we aim to amplify the voices of talented artists and contribute to the growth of the hip-hop culture in India.”
Commenting on the association, Anshul Ailawadi, Head- Youth, Music, and English Entertainment Cluster, Viacom18, said, “MTV Hustle amplifies the voice and sentiment of India’s youth on a global stage. Since desi hip hop is about showcasing creative innovation, we’re happy to collaborate with a popular youth-centric brand like boAt, as they are influencing youth culture too, with differentiated tech experiences. I’m sure that our collaboration will drive a deeper connect with the young music communities across urban India.”
