As India gears up for a record 48 lakh weddings this winter season, according to the Confederation of All India Traders (CAIT), boAt is introducing its latest campaign, “Mute the Taunts with Aunty Noise Cancellation (ANC),” combining humor and innovation to tackle a common wedding season woe.
The campaign offers a playful solution to the never-ending taunts from well-meaning but nosy relatives, particularly the infamous aunties, positioning boAt ANC headphones as the ultimate escape for those seeking peace and quiet during the chaos of wedding season.
At the heart of the campaign is the fictional boAt Airdopes ANC (Aunty Noise Cancellation), a fun twist on traditional noise-canceling technology reimagined for Shaadi-specific scenarios. Designed to block out “aunty noise,” the product features REPL.AI technology that suggests witty comebacks to common taunts, offering both humor and relief to wedding-goers. Additional features such as Anti-BT Calling block unwanted Bluetooth calls, while the Senti Song Blocker replaces emotional wedding tunes with users' personal favorites, making it the perfect companion for every celebration.
The campaign brings the concept to life through a lively product video that captures relatable Shaadi moments, infused with boAt’s signature quirky storytelling. To expand the campaign’s reach, an outdoor advertising blitz features witty billboards inspired by popular wedding songs reimagined as playful taunts. Collaborations with young brands like Tinder, Shaadi.com, and Zepto have hoped on to this trend with a fun and humorous billboard banter. Bombarding the streets with taunts by Aunties and positioning boAt as the perfect solution to mute such taunts. This creates a multi-platform conversation around the Shaadi season.
Commenting on the campaign, a boAt spokesperson said, “Weddings in India are joyous, colorful occasions, often accompanied by unsolicited advice and playful taunts. With this campaign, we wanted to bring a lighthearted twist to these moments, showcasing our fun and innovative approach to connecting with our audience.”