boAt has rolled out a film under its ‘Upgrade to boAt’ campaign.

The film spotlights how its Crest AI-powered smart audio experience, built with Google Gemini, can bring conversational AI into everyday moments. The film opens with a parody of the iconic Titanic scene, with two characters stranded on a wooden plank in the middle of the ocean. One character asks Crest AI whether it is possible for both of them to fit on the plank. It presents three possible solutions: taking turns in the water, distributing their weight evenly to maintain balance, or holding on to each other to minimise the number of limbs in the water. As the characters consider these options, Crest AI unexpectedly asks, “Wait, are you a Leo?” The scene ends on this humorous and unexpected note.

What we think about it: The ad uses a familiar Titanic reference to create an instantly recognisable and humorous setup. The product is integrated seamlessly into the narrative. Overall, the concept combines pop-culture familiarity, humour, and a simple product demonstration to communicate the brand’s new offering.

The film released on 16 September.