boAt has rolled out a campaign 'Crazy-lution' featuring comedian Samay Raina to showcase how challenging it is to keep up with New Year's resolutions and how its smartwatch can aid in that goal.

The ad film humorously explores the universal struggle of sticking to resolutions, presenting the boAt smartwatch as the ultimate (albeit fictional) solution. It opens with a clever play on the word ‘samay,’ referencing the passage of time and segueing into the comedian's appearance. Raina humorously introduces the watch, branding it as 'India's Got Patent,' a witty nod to his show India's Got Latent. The film then showcases relatable moments of failed resolutions, highlighting exaggerated and comedic smartwatch features like ChaatGPT, Calorie Roast, Step Count, and Long Battery Life, all delivered with Raina’s signature satirical touch.

What we think about it: Cleverly blends humour with innovation, as Raina’s comedic flair highlights the smartwatch’s playful features while tackling the universal struggle of keeping New Year’s resolutions. It is a witty and relatable film that hits the mark for engagement and entertainment.

A boAt spokesperson said, “At boAt, we love to mix innovation with humour. This campaign is our way of adding some laughs to the New Year chaos. Resolutions are hard to keep, but it doesn’t hurt to imagine a little help—even if it’s fictional!”

The campaign was rolled out on Instagram and YouTube shorts on 29 December.