Universal Music India Creates Women’s Empowerment Anthem 'I'm A Rebel’ for boAT’s New Range TRebel

Marketing | March 3, 2021 | News

Universal Music India boAt TRebel Kiara Advani Bani J

For International Women’s Day on March 8, Universal Music India in association with boAt will launch

 the ‘TRebel’ campaign with an all-woman collaborative anthem titled ‘I’m a Rebel’ to celebrate women of today and tomorrow who live life on their own terms.

Conceptualized and executed in partnership with Universal Music India, the campaign highlights boAt’s newest offering of airdopes and earphones called TRebel. The song is composed and performed by rapper Raja Kumari, featuring women achievers from diverse backgrounds including film actress Kiara Advani and Bani J, MMA professional Sanika Patil, gender fluid artiste and sculptor Durga Gawde, television actress Ayesha Adlakha, amongst others.

Devraj Sanyal, India and South Asia Managing Director and CEO of Universal Music and EMI Music said, “A rapidly evolving Indian media landscape is changing the way people consume content and music is undoubtedly and inextricably woven into the fabric of this consumption economy. Brands today can create an emotional imprint using music as a trigger and we’re seeing some massive examples of these globally. Modern brands have huge cultural resonance just like music and for me, boAt is the epitome of that. At ‘Universal Music Group for Brands’, we create the most memorable and coolest partnerships to help amplify brand story-telling. boAt and Mass Appeal India came together to create what I believe to be the most cutting-edge musical story in ‘I am a rebel’, which is a glocal coming together of counter culture, attitude, empowerment making this a category defining moment for us.”

Aman Gupta, Co-Founder, boAt, said, “We at boAt believe in today’s women, those who want to explore more, celebrate their individuality, and live unrestrained. Through this campaign, we have partnered with the outliers who are breaking rules, reinventing the societal playbook to go big in all walks of life. This initiative is a ‘high-five’ for all the women who chart their own rules, we look forward to these women dancing to their tune while supporting the ‘TRebel’ collection.”

Talking about TRebel, Kiara Advani said, “This collaboration resonated with my core persona. Being a rebel isn’t a look or style. It is a way of life and I have always endorsed it. For me, it’s always been about living your life on your own terms, being comfortable in your own skin and not caring about what the world thinks. If the society calls me a rebel for me being myself and breaking down walls and the laws written on them, then at least I know I stand for something. I want to inspire the next generation of women to believe in themselves and let go of the inhibitions and conditioning they have been raised with, and embrace living unrestrained. It’s important to shut down the outside voice, so that you could listen to your own”

Raja Kumari said, “When boAt approached me to write this anthem, I was so excited to collaborate with my longtime friend DJ SA on the music. I’ve always considered myself a rebel in my music choice, my career and my unapologetic nature! I loved crafting these lyrics to depict that energy and I’m so happy to be joined by so many strong women like Bani J and Kiara on this campaign. I hope everyone enjoys the song as much as we enjoyed making it!”

Bani J added, “Dealing with being misjudged and misunderstood doesn’t ever get easier, especially if you are a woman with a voice. There are so many people close to me who really don’t understand me, and they misjudge me, which used to bother me initially but not anymore. One gets used to it, but it never gets easier. I also think I am able to shrug off negativity faster now because I have been facing judgment ever since my teenage years. I continue to get trolled for being the strong, independent, downright badass woman I am. People tell me to look more feminine, to behave like a woman, to stop getting tattooed and building muscle or I’ll soon be an outcast. But I’m not here to cater to anyone’s definition of what I should be or be pigeon-holed into a particular conditioning.”

From athletes to artistes to activists, the video captures inspiring flag-bearers who have walked the thin line between societal norms and expectations while being inimitable and fierce in their approach towards changing the societal standards. With a tagline ‘Rebellion is contagious’, the video was shot across Los Angeles and Mumbai.

The anthem is composed and performed by rapper Raja Kumari, featuring women achievers from diverse backgrounds including Kiara Advani, Bani J, Ayesha Adlakha, MMA professional Sanika Patil.

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