boAt, India’s audio wearables brand, announced its partnership with hip-hop rap artist KR$NA as its newest brand ambassador. Known for his powerful lyrics, authentic style, and deep influence across India’s youth, KR$NA embodies boAt’s bold, trendsetting spirit and commitment to delivering premium audio and lifestyle experiences.
Celebrating individuality, self-expression, and authenticity, boAt has consistently connected with the next generation of consumers. KR$NA’s rise in the Indian hip-hop scene, relentless hustle, and ability to connect with millions of young fans make him the ideal face to amplify boAt’s mission: empowering a generation that values originality, style, and cultural pride.
KR$NA has redefined Indian hip-hop with streaming hits like YKWIM, I GUESS, and Joota Japani. His sharp lyricism and authentic storytelling in tracks like Yours Truly, No Cap, and Never Enough turn everyday struggles and aspirations into anthems for today’s youth making him, according to boAt, the perfect voice to represent its spirit of boldness and originality.
Through this partnership, boAt will launch a series of campaigns celebrating the intersection of music, culture, and technology. From exclusive content drops and interactive digital experiences to high-energy on-ground activations, KR$NA and boAt will connect with India’s trend-conscious youth in fresh and impactful ways.
Once an underground movement, Indian hip-hop has emerged as a major cultural force, with the youth increasingly identifying with rap and street culture as an authentic medium of self-expression. With a fan base of over 4.6 million monthly listeners and a reputation as the true voice of Indian hip-hop, KR$NA, according to the brand, is the ideal collaborator to reinforce boAt’s position as a culture-first, go-to brand for India’s youth.
On the partnership, KR$NA shared, “I’ve always liked to keep everything limited and let my music do the talking, just like boAt keeps it real by letting its products speak for themselves. As both of us draw strongly from culture, I believe this collaboration will vibe with every street and corner across India.”
“At boAt, we are committed to empowering the youth by offering premium products that celebrate their individuality and bold spirit. KR$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, said a boAt spokesperson.”
