At NEXIS School of Business, every session is designed to go beyond books – and this one was no exception.
When Prejit Narayan, the Chief Business Officer of boAt, joined us for a webinar on “Building a Brand That Speaks Gen Z: The boAt Way”, the campus buzzed with excitement. And for good reason, boAt isn’t just a brand, it’s a movement that has redefined lifestyle tech for India’s youth.
Sailing Beyond Sound: The boAt Formula
Prejit Sir began with the story of how boAt became one of India’s most loved brands, by blending “affordable premium” with lifestyle branding.
He explained that boAt didn’t just sell earphones or speakers, it sold identity, attitude, and belonging.
For the company, Gen Z wasn’t just a customer base, they were the community.
He shared how the brand focused on understanding digital natives who value authenticity, relatability, and experience.
From product design to campaigns, every step revolved around what connects emotionally with the youth.
The Power of Collaboration: Netflix, Celebrities, and Culture
Prejit Sir also spoke about boAt’s incredible collaborations, from working with top celebrities, cricketers, music artists, and digital influencers, to partnering with Netflix India for their one-of-a-kind Stream Edition campaign.
The boAt X Netflix collaboration became a masterclass in creative branding — blending entertainment, storytelling, and lifestyle in one seamless campaign.
He even showcased the official campaign video that left everyone in the room stunned by its scale and creativity.
boAtXNetflix – Stream Edition | Made for India to Keep Watching | Ft. Kiara Advani, Aman Gupta
This campaign, featuring icons like Kiara Advani and Aman Gupta, showed how boAt makes technology cool, relevant, and made for India.
Social Media Mastery: The boAt Playbook
From memes and trends to viral campaigns, boAt’s marketing is a case study in digital excellence.
Prejit Sir explained how their young, dynamic marketing team, mostly between the ages of 18 to 24, helps the brand stay in sync with the ever-changing world of Gen Z.
He said something that truly stayed with everyone:
“You just need one or two successful products to build a brand.”
That line summed up the essence of smart branding – focus, consistency, and deep understanding of your audience.
Staying Relevant in a Fast-Changing World
When a student asked how boAt manages to stay relevant in a world where trends fade in a month, Prejit Sir smiled and said, “It starts with the human angle.”
He shared that their office culture is built around conversations, talking to young people, understanding what excites them, and giving them the space to create.
With interns and employees aged 18–26 driving 80–90% of the brand’s creative ideas, boAt’s connection with youth isn’t manufactured, it’s lived every day.
The Takeaway
The session wasn’t just about marketing, it was about mindset.
boAt’s journey shows that great brands are not built in boardrooms but in conversations, creativity, and culture.
At NEXIS, students didn’t just learn about marketing.
They witnessed how purpose, people, and passion come together to build something truly unforgettable — the boAt way.
