boAt's new ad with Ranveer Singh visualises the feeling of 'eargasm'

Ever heard of this feeling called frisson? It’s the physiological effect of chills or goosebumps that come from a piece of music or from any aesthetic experience, more commonly referred to as an ‘eargasm'. In its latest for Nirvana by boAt, Talented. The agency explores and visualises this feeling, featuring Ranveer Singh. 

Conceptualised by Talented, Directed by Reema Maya, and produced by Catnip, this very frisson-worthy film also presents a remake of iconic 90s track–Hai Raama reimagined as Hai Yaara, set as the background score. The series has two more films slated to go live early February. 

“At its best, advertising is supposed to make you feel something deeply. So instead of straight-up plastering the features of the range, the films give you a trailer of what it feels like to listen to your favourite music using Nirvana by boAt. We took ‘show, don’t tell’ extremely seriously. Achint, the celebrated composer of Scam 1992’s title track, did a phenomenal job of recomposing and reigniting nostalgia, and we can agree it’s an earworm!” adds Pooja Manek, Founding Member and Creative, Talented. 

“The atmosphere on set was electric - Ranveer was a bright ray of sunshine, and everyone including the security outside the studio was grooving to our song! Ranveer Singh is a director’s dream, it was such a pleasure to direct him! It’s always exciting to work on a project where everyone is passionate about creating something different. I mean, Ranveer Singh vibing to Nivana eardopes against supersuns and supermoons? It’s definitely not a traditional approach to advertising. We wanted to create a very visual film to encapsulate the idea of an eargasm, and through the different films in the campaign, we have explored different visual interpretations of it., says Reema Maya, Director, Catnip. 

Vedansh Kumar, Head of Brand Marketing, boAt adds, “As an audio brand, it only makes sense for us to overthink the background score well before getting into production. We picked this classic for its nostalgia, its sexiness, and its unmissable appeal with our target audience. We’re also immensely thrilled to have roped in B-town’s most discerning ear, Ranveer Singh, as the face of this range” 

You can catch these films on Shark Tank Season 3 and a host of other channels through February. The hoardings stand tall across Mumbai, Delhi and Bangalore until the end of the month.