Boat, one of India’s largest audio wearables companies, has announced hip-hop artist KR$NA as its newest brand ambassador, strengthening its push to align with the country’s youth-driven music and cultural movements.
The homegrown consumer electronics brand, which leads India’s hearables market with products such as earbuds, headphones, and smartwatches, said the collaboration is designed to blend music, culture and technology while reinforcing its image as a youth-first label.
KR$NA, who has emerged as one of India’s most influential rap voices, has consistently delivered hits that resonate with urban audiences. His songs “YKWIM” (116 million streams), “I Guess” (61 million), and “Joota Japani” (38 million) have made him a mainstay on music charts. Tracks such as “No Cap” and “Never Enough” have further cemented his reputation for storytelling rooted in everyday realities.
Speaking on the partnership, KR$NA said he identifies with Boat’s approach of letting quality speak for itself. “I’ve always kept things limited and let my music do the talking. Boat has the same authenticity. Both of us draw from culture, and this association will connect across every street and corner of the country,” he said.
Boat confirmed that the campaign will not be restricted to product endorsements. It will feature digital-first content, interactive campaigns, and on-ground activations that aim to build communities around music and self-expression. A company spokesperson added that KR$NA’s story of resilience and creativity mirrors the values Boat wants to champion.
Founded in 2016, Boat has built a stronghold in affordable lifestyle electronics and has frequently used music icons and sporting personalities to expand its brand equity. The addition of KR$NA continues this strategy of embedding itself deeper into India’s evolving pop culture fabric.
