Mumbai: In association with Digitas India, boAt announced the launch of India's first K-Pop concert in the metaverse—"FloAtverse."

FloAtverse tapped into Gen Z’s obsessive passion for K-culture in India, which also boasts one of the world’s largest fanbases. The concert was headlined by upcoming K-Pop idol, Priyanka Mazumdar, and included a performance of "Rock with boAt"—a song created exclusively for boAtheads. The metaverse experience was opened by actor Rashmika Mandanna and hosted by internet sensation and K-Pop fanatic Radhika Bangia. Users were also given an opportunity to participate in several experiences to win exclusive discounts as well as a chance to fly to Seoul, South Korea.

boAt’s FloAtverse K-Pop craze painted the town purple, from Instagram, Snapchat and YouTube to prime OOH venues and tickets on BookMyShow.

Speaking on the initiative, boAt CMO and co-founder Aman Gupta commented, “boAt has always pioneered live experiences for a younger generation and we have continued to do so by organising India's first K-Pop concert in the metaverse. Contrary to popular belief, the metaverse can be experienced with just a smartphone and an internet connection, rather than a VR headset. Through “FloAtverse,” we created an experience that combines the cultural trend of K-pop with the latest marketing technology. I learned that K-Pop has a massive following in India through this initiative.”

Talking about boAt’s foray into the virtual world, Digitas India CCO Abraham Varughese added, “We didn’t want to just dip our toes into something new because everyone was doing it. “FloAtverse” was designed to be uncompromisingly relevant and give fans a compelling reason to interact with their favourite artists and their content in an alternate world. Ultimately, it delivered more than fleeting curiosity.”