boAt, the audio wearable brand, announced its sponsorship of MTV Hustle 4- Hip Hop Don’t Stop, the premier hip-hop reality show. As per the brand, this strategic partnership underscores boAt’s commitment to empowering creative expression and individuality, solidifying its position as a cultural icon resonating with the nation’s youth.
From the streets to the spotlight, hip hop has emerged as the voice of India’s new generation, and boAt is committed to amplifying this movement. As Indian hip hop continues to break barriers and reshape cultural norms, boat is proud to support a platform that ensures these artists are heard, driving the culture forward with each beat.
Hip hop has redefined how young India engages with music, fashion, and lifestyle, and boAt is excited to be a part of this transformation, empowering the next wave of creative talent to rise.
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.
“We are excited to partner with MTV Hustle 4, a show that has played a pivotal role in shaping India’s hip-hop landscape,” said Aman Gupta, Co-founder and CMO of boAt. “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.”
The partnership will see boAt actively engage with the show’s audience through various initiatives, including product integrations, brand activations, and social media campaigns.
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.
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