Ahead of Raksha Bandhan, boAt has collaborated with quick-commerce platform Blinkit and actor-producer Arbaaz Khan for a new festive campaign film.
Shot in a mock-documentary format, the film has Khan sit down, mic in hand, to break down the ‘art’ of being Bollywood’s all-time favourite bhai—the 1 AM tweets, the practised one-liners and the hero-style swagger.
Khan then turns to camera and says, "Main bhai ka bhai hoon," before delivering the campaign's central punchline—don't be aadhe bhaiya, be achhe bhaiya. All the posturing, the film argues, is no substitute for actually being there for your sibling.
View this post on Instagram
Commenting on the campaign film, a boAt Spokesperson, said, “Every year around Rakhi, brothers love talking a big game about being the best 'Bhai' - the swagger, the one-liners, the dramatic gestures. Arbaaz plays on that so well precisely because he's grown up around exactly that larger-than-life 'Bhai' image, and that self-aware humour is what makes the film work. But our message is simple—being a good bhai isn't about the performance; it's about showing up. With Blinkit, that can now happen easily, and with a boAt gift that your sister will actually want to keep.”
The campaign will be rolled out across boAt and Blinkit's social channels in the lead-up to Raksha Bandhan, positioning boAt products as go-to Rakhi gifting options. The film was conceptualised and created in-house by boAt, with Dryft handling the production.
