This Valentine’s Day, boAt has partnered with Instamart for a digital campaign that explores modern gifting expectations through humour and everyday relationship dynamics. The campaign marks the launch of the boAt Chrome Iris smartwatch.
Rooted in a familiar insight around last-minute Valentine’s Day gifting, the campaign highlights how gifting missteps often stem from assumptions rather than intent. Through a Gen Z-friendly Instagram reel, boAt and Instamart reposition last-minute gifting as thoughtful and practical rather than rushed or careless.
The campaign film features comedian and creator Gursimran Khamba alongside his wife Ismeet Kohli. The narrative opens with Ismeet asking, “Do you know what I want for Valentine’s Day this year?”, prompting Khamba to confidently assume she wants something “pretty and sparkly.” The conversation quickly pivots as Ismeet challenges this stereotype, emphasising that women value thoughtfulness, usefulness and intent over clichés.
Watch the campiagn here:
View this post on Instagram
The turning point arrives when Khamba reframes his approach, declaring he has something “pretty and smart.” The reveal introduces the boAt Chrome Iris smartwatch, ordered via Instamart and delivered in time for Valentine’s Day. The storyline reinforces the message that practical, meaningful gifts can resonate more strongly than traditional gestures.
Designed with a focus on lightweight comfort and everyday elegance, the boAt Chrome Iris features Bluetooth calling, customisable cloud-based watch faces, intuitive controls and health and wellness tracking capabilities.
Commenting on the campaign, a boAt spokesperson said, “At the heart of this campaign is a simple truth — women aren’t looking for extravagant gestures or clichés; they’re looking for meaning. When gifting is rooted in understanding and intent, even last-minute surprises can become truly memorable.”
Built around humour and recognisable couple conversations, the campaign reflects evolving perspectives on romance among younger audiences, where everyday utility and understanding often outweigh traditional symbols.
The boAt Chrome Iris smartwatch is available on Instamart, boat-lifestyle.com and select retail stores across India.
