boAt and Blinkit have rolled out a campaign, ‘The Circle of Shaq’, on account of Raksha Bandhan to showcase the qcomm's speedy delivery for the audio brand.

The campaign consists of an ad film. The film is set at a chaotic breakfast table. It begins with Dad’s suspicious sip of chai (tea) and the dreaded, “Gaadi pe scratch. Who’s responsible?” Suspects include a sassy house help, a traitor-costumed brother, a fuming Dadi, and Toofy the dog. But chaos erupts when the sister steps in. With secrets on the edge and a monologue incoming, the brother panics because sisters always know. He scrambles to Blinkit, ordering boAt gifts to defuse the moment. In 10 minutes, a delivery guy pops out from under the table, package in hand. Lines like “He is spiralling, it’s Toofy” and “Mai traitor hoti toh kaam chhod deti” keep it funny, while the twist lands: basic gifts won’t cut it. The film ends with a clear message: “This Rakhi, Save Your Secrets. Order boAt on Blinkit in 10 minutes.”

What we think about it: The over-the-top drama works because the writing lands, the performances are sharp, and the 10-minute delivery gag sticks the punchline without diluting the product plug.

boAt spokesperson said, “Raksha Bandhan is all about fun, fights, and forgiveness, and this time, we’ve added fast delivery to the mix. With Blinkit, sisters can expect better gifts, and brothers can save face, literally in 10 minutes. We also wanted to showcase boAt’s diverse product range, offering perfect Rakhi gifts for every kind of sibling.”