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.