To capitalise on GenZ's K-Pop adoration in India, boAt and Digitas India host FloAtverse.


To capitalise on GenZ's K-Pop adoration in India, boAt and Digitas India host FloAtverse.


BoAt and Digitas India's concept and execution of FloAtverse tapped into Gen Z's intense devotion for K-culture in India, which has one of the largest fanbases in the world.

The deadline for the Rising Star Awards 2022 has been extended to August 29.

The idea for India's first K-Pop performance in the Metaverse came from boAt's conviction that there is passion in every street and every film and that for extraordinary talent, the stage must also be extraordinary.

Rashmika Mandanna, an actor, launched the Metaverse experience. Radhika Bangia, a K-Pop lover and internet sensation, hosted it.

The concert featured a performance of "Rock with boAt," a song written especially for the fanbase of the local audio player, according to Priyanka Mazumdar, an aspiring K-Pop idol.

The users also have the opportunity to take part in various events for chances to win special discounts and flights to Seoul, South Korea.

BoAt's FloAtverse garnered notice from the fervent K-Pop audience in the country via platforms like Instagram, Snapchat, and YouTube as well as at prestigious OOH locations and through tickets on BookMyShow.

Aman Gupta, Co-Founder and CMO of boAt, commented on the project: "boAt has always led the way in creating live experiences for a younger audience, and we have continued to do so by hosting India's first K-Pop concert in the Metaverse. Contrary to popular misconception, you do not need a VR headset to explore the Metaverse; all you need is a smartphone and an internet connection. We developed an experience through FloAtverse that fuses the K-pop cultural craze with cutting-edge marketing technologies.

Gupta continued by saying that he discovered the enormous K-Pop audience in India because of this initiative.

Abraham Varughese, CCO of Digitas India, further commented on boAt's entry into the virtual world, saying, "We didn't want to merely dip our toes into something new because everyone was doing it. Fans will have a compelling incentive to interact with their favourite artists and their material in another reality thanks to FloAtverse, which was created to be uncompromisingly relevant. In the end, it satisfied more than passing interest.

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