Feb 11: This Valentine’s Day, boAt, India’s No.1 audio wearable brand, partners with Instamart to turn last-minute gifting into a moment of meaning with the launch campaign for boAt Chrome Iris – an ultra-slim smartwatch crafted for effortless everyday elegance.
Rooted in a relatable insight around modern relationships, the campaign challenges the age-old notion of Valentine’s gifting. Every year, countless men scramble at the last moment – not due to lack of care, but because of a misunderstanding of what their partners truly want. Through a Gen Z – friendly Instagram reel, boAt and Swiggy Instamart flip this narrative, highlighting that for women, Valentine’s gifting isn’t about grand gestures – it’s about practical, thoughtful choices that elevate everyday life.
The campaign film features comedian and creator Gursimran Khamba alongside his wife Ismeet Kohli, capturing a familiar conversation many couples recognise. The film opens with Ismeet asking, “Do you know what I want for Valentine’s Day this year?”, met by Khamba’s confident, self-assured response. As he leans into predictable stereotypes – assuming she wants something pretty and sparkly – Ismeet calls him out, redirecting the conversation to its core truth: women value intent, understanding, and usefulness over clichés.
The narrative pivots from “pretty” to “pretty and smart,” culminating in Khamba finally getting it right – “Arey nahi, I’ve got something pretty and smart for you.” Enter the boAt Chrome Iris smartwatch, ordered at the last minute on Instamart and delivered just in time, reinforcing the message that even when time is short, thoughtfulness never has to be.
Designed for women who appreciate refined aesthetics, lightweight comfort, and meaningful wellness tracking, the boAt Chrome Iris features a sleek, ultra-slim profile that blends seamlessly into everyday routines. The smartwatch offers Bluetooth calling, customisable cloud-based watch faces, intuitive controls, and essential health and wellness features – making it as functional as it is elegant.
Commenting on the campaign, a boAt spokesperson said, “At the heart of this campaign is a simple truth – women aren’t looking for extravagant gestures or clichés; they’re looking for meaning. When gifting is rooted in understanding and intent, even last-minute surprises can become truly memorable.”
Anchored in relatable humour and real couple dynamics, boAt’s Valentine’s Day campaign reflects a shifting Gen Z perspective on romance – where love is expressed not through spectacle, but through thoughtful gifts that fit naturally into daily life.
The boAt Chrome Iris smartwatch is available in multiple colours and can be purchased on Instamart, and boat-lifestyle.com, and select retail stores across India.