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On the occasion of International Women’s Day, boAt and Universal Music India came together to celebrate women of today and tomorrow who live life on their own terms by unleashing the ‘TRebel’ campaign with a poignant all-woman collaborative song titled ‘I’m A Rebel’. The song rejoices women who want to explore, celebrate individuality and live life unrestrained.

The campaign highlights boAt’s newest offering of airdrops and earphones called ‘TRebel’ designed exclusively for the women of today. Conceptualised and executed in partnership with Universal Music India, the idea was to create a progressive narrative around the spirit of the new-age women who don’t live by conventional expectations.

The video:

The video stars boAt endorser Kiara Advani who has been breaking the mould of the girl-next-door with an array of diverse performances. Kiara celebrates individuality for boAt’s upcoming campaign ‘I’m a Rebel.’ Composed and performed by Grammy-nominated multi-platinum rapper Raja Kumari, the song features significant women achievers from diverse backgrounds, including film actress Bani J, MMA professional Sanika Patil, gender-fluid artist and sculptor Durga Gawde, television actress Ayesha Adlakha among others.

Characterised by a focus on women empowerment and gender equality, the empowering drop is pegged to be an anthem for the fourth-wave feminist movement. Hip hop empress Kumari makes efficacious use of incisive wit and irony to protest against society’s opinionated contempt toward women and champions the unapologetic feminine tribe who endorse their avant-garde individuality and continue to defy convention and break the rules.

The parody takedown of misogynistic stereotypes casting women as passive, dependent and needy is an essential sonic centrepiece for this millennial creative and that opening riff is nothing short of iconic.

With a tag line denoting ‘rebellion is contagious’, the glitzy video that was shot across Los Angeles and Mumbai, with its’ neon hues and fluid silhouettes, capture the contagious spirit of disengaging with the eternal voices and rewiring with the inner voices. From athletes to artists to activists, the video captures inspiring flag-bearers who have walked the thin line between societal norms and expectations while being inimitable and fierce in their approach towards changing the fabric of societal standards.

Aman Gupta, boAt, Co-Founder, elaborated, “We at boAt believe in today’s women, those who want to explore more, celebrate their individuality, and live unrestrained. Through this campaign, we have partnered with the outliers who are breaking rules, reinventing the societal playbook to go big in all walks of life. This initiative is a ‘high-five’ for all the women who chart their own rules. We look forward to these women dancing to their tune while supporting the ‘TRebel’ collection.”

Devraj Sanyal, Managing Director and CEO, Universal Music and EMI Music, South Asia, said, “Today a rapidly evolving media landscape is changing the way people consume content. As a background element, music is particularly suited to the age of multi-tasking and that allows brands to insert themselves into consumers’ daily lives in a seamless, non-intrusive way. With music focussed associations, brands can create an emotional imprint using music as a trigger. Modern brands have cultural resonance just like music; they are influential beyond their products, they drive debate, they are tools for self-definition and are bywords for broader concepts. For many brands, music is a part of how people use their products. People listen to a certain type of music when they run, work, want to relax, take a bath, cook, or shop. In many cases, creating the right music to go with the product can dramatically improve the product experience. Brands are hugely interested in the power of music to help grow their businesses, but the music marketplace is extremely complex and at Universal, we are aiming to make that easier going forward through a variety of partnerships to help amplify brand storytelling.”