Summary
- Campaign: ‘She is not’
- Target Audience: General public, with a focus on raising awareness against objectification of women
- Goal: Promote respect for women, challenge objectification in language and culture, leverage Women’s Day for social messaging.
- Key Element: Witty and thought-provoking OOH (Out-of-Home) billboards using twisted lyrics from popular Hindi songs.
BoAt Rocks the Boat with a Powerful Women’s Day Message
boAt Lifestyle took a stand against the objectification of women with a striking OOH campaign timed around Women’s Day. Using a series of billboards, the brand cleverly subverted popular Hindi song lyrics, turning them into statements that challenge how women are often perceived and addressed.
The billboards featured lines like:
- “Tu Cheez Badhi Hai Mast Mast”. This is Cheez, She is NOT. (boAt x Zepto)
- “Babuji Zara Dheere Chalo, Bijli Khadi Yahan Bijli Khadi”. This is Bijli, She is NOT. (boAt x Zepto)
- “Main Toh Tandoori Murgi Hun Yaar”. This is Tandoori Murgi, She is NOT. (boAt x Swiggy)
- “Kudi Tu Butter”. This is Butter, She is NOT. (boAt x zepto)
- “Mainu Tu Hot Lagdi, Lakhaan Da Note Lagdi”. This is Note, She is NOT. (boAt x Jupiter)
- “Main Zandu Balm Hui”. This is Zandu Balm, She is NOT. (boAt x Zepto)
- “Afghan Jalebi, Mashook Farebi”. This is Jalebi, She is NOT. (boAt x Swiggy)
These and other examples, using partnerships with brands like Zepto, Swiggy & Jupiter, highlight how everyday language often reduces women to objects or compares them to things. By mixing the lyrics with the statement “She is NOT,” boAt disrupts this casual objectification, prompting viewers to reconsider their own language and attitudes.
The campaign’s success lies in its ability to be both playful and impactful. By using humor and familiar song lyrics, boAt creates a message that is engaging and memorable. At the same time, the underlying message is serious and thought-provoking, contributing to a larger conversation about respect and equality for women.
