On Women’s Day, boAt, the audio wearable brand, takes a firm stance against the objectification of women in songs. It highlights the pervasive use of derogatory language in lyrics, perpetuating harmful stereotypes about women. boAt seeks to raise awareness about this issue and stress the importance of using respectful language when referring to women.
In a culture where phrases like “Tu Cheez badi hai mast mast” have become normalized, boAt aims to change the narrative. Through a blend of wit, sarcasm, and direct engagement, the company aims to spotlight the negative impact of terms such as “item,” “tandoori murgi,” “butter,” “Pataka,” and “bomb” on the objectification and devaluation of women.
As part of its campaign, boAt will introduce multiple phases aimed at engaging, educating, and promoting a change in how women are portrayed and addressed in the entertainment industry and society at large. One pioneering initiative is the development of ‘Ai-tem’ – a customized ChatGpt AI tool that generates new lyrics with reduced profanity, thereby empowering women instead of objectifying them.
On the occasion Aman Gupta, co-founder and CMO of boAt said. “We are committed to leading a movement towards a more positive and empowering portrayal of women in lyrics and music. Harnessing the power of humor, satire, and innovative AI technology, we aim to rewrite the narrative and give women the recognition they deserve. It’s time to write the right song, acknowledging women for who they are and offering an alternative and respectful perspective that celebrates and empowers women.”
The campaign’s execution begins with featuring a satirical standup video by a renowned female comedian Aishwarya Mohanraj. Using PowerPoint slides as visual aids, she humorously deconstructs the absurdity of using terms meant for inanimate objects or food to refer to women. The presentation highlights the literal meaning of these terms and the comedic contrast with their usage in songs, sparking thought and conversation about the underlying issue of objectification.
To further amplify the campaign’s reach, boAt has collaborated with quick commerce apps like Swiggy Food, and Zepto to draw collaborative content for OOH. The content will showcase these brands as the “real items,” effectively drawing a clear distinction between objects and women, reinforcing that women are not commodities.
