#GetSetBoult with Vicky Kaushal
Boult’s #GetSetBoult Campaign Celebrates Your Passion For Music
By Rachit Juneja
Feb. 12, 2021
“With #GetSetBoult, our objective was to engage with our audiences and co-create content with our users.” - Varun Gupta, Founder & Chief Architect
Boult Audio is a high-end consumer electronics company that designs and manufactures innovative audio products. Boult strives to deliver the epitome of quality products, by becoming the leading providers of premium audio and providing high fidelity audio experiences along with supreme comfort.
With #GetSetBoult, their aim was to celebrate people’s passion for music. Something that keeps them up all night - A dance move, or a song that they have been practicing for a while, it could be the twist on the skateboard or a wheelie they wanted to perfect - everyone could have a million passions, and that is what Boult wanted to take a notch higher. Vicky Kaushal, their brand ambassador, was the pioneer of the campaign. As a part of the same, they asked their viewers and followers to send in videos of doing something they love while wearing a set of earphones, in order to get a chance to win exciting rewards.
We got in touch with the Founder and Chief Architect of Boult Audio - Varun Gupta, in order to get some insights into their association with Vicky Kaushal for #GetSetBoult.
On the objective of #GetSetBoult:
“With #GetSetBoult, our objective was to engage with our audiences and co-create content with our users. We kickstarted the campaign with our ambassador - Vicky Kaushal, after which we curated our way towards establishing our aim and thereafter left it to our audiences to create content in order to share their passion for music with us. With the use of this User Generated Campaign, our aim was to increase visibility and catch eyeballs, while co-creating content with influencers and our audiences.”
About Celeb Association for #GetSetBoult:
“We involved our Brand Ambassador - Vicky Kaushal to sort of kickstart the campaign with a pump so that we attain visibility amongst our audiences as well as amplify the content. Associating with celebrities creates awareness while building credibility amongst existing and prospective audiences, which is why we went ahead with involving Vicky to commence #GetSetBoult. Also, considering the entire marketing universe as a whole, we wanted to establish a high recall rate by doing something very engaging with the ambassador.”
Why Vicky Kaushal?
“The reason why we went ahead with Vicky Kaushal as our Brand Ambassador was because we felt his personality matches the values of what Boult Audio as a brand exemplifies - in terms of energy, youth engagement, performance, talent, etc. We have always believed in Vicky Kaushal’s talent as an actor who has built his own fanbase, so he fits perfectly with the brand and its personality, as well as with our consumers and relevant target audiences. Another factor that most brands consider is the reach of celebrities across various geographical areas, on the basis of movies that they’ve done, etc. Lastly, their social media presence plays an integral role in deciding why we should go ahead with them. We believe Vicky for all of these parameters wonderfully, which is why he had to be an obvious choice for us.”
How has the concept of Celebrity Association or Brand Ambassadorship evolved in the past 10 years?
“The landscape of ambassadorships has changed in the past decade. Brands aspire to engage their ambassador across the tenure of ambassadorship, not just as a one-off activity. In addition to that, there are a number of Talent Management Agencies that have opened up, who act as intermediaries between brands and their ambassadors. With them as intermediaries, it is great to have discussions about reach, visibility, and engagement, while maintaining healthy and pleasant relationships with our ambassadors - Vicky Kaushal and Kriti Sanon.”
How did #GetSetBoult stand out as a campaign?
“This campaign stood out because of its nature and kind of responses we received from our audiences in order to engage themselves. The entries we received were very interesting - we got entries from acrobats, singers, dancers, fitness freaks, and others. The response on this campaign highlighted its significance and impact on our audiences through the responses we received, which is what was the highlight of #GetSetBoult.”
A trend in Celebrity Associations and Influencer marketing that is here to stay:
“Influencers have started coming up with great ideas on their own, once brands approach them, which could be beyond the thinking abilities of brands approaching them. Content is king, and that is what influencers exemplify. In addition to that, the relatively smaller influencers belonging to various categories, have also started getting recognition - thanks to digital, for targeted communication.”
Conclusively, as evident from Sheeko’s Activity Graph and Brandscore Ratings, Boult Audio has been moderately active on digital platforms in the past year, but since the inception of the #GetSetBoult Campaign, there has been a significant increase in their numbers.
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