boAt has rolled out a new campaign for boAt Crest AI, built in collaboration with Google Cloud and powered by Google Gemini. The campaign features actor Ravi Kishan in a film titled ‘Intelligence Follows My Brother’.

The film builds on a viral internet meme that emerged following Kishan’s appearance on a popular podcast. Soon after, social media was flooded with AI-edited clips placing the actor in a range of familiar scenarios, where he appeared to dispense his trademark philosophies and unsolicited advice.

The campaign takes that meme format into the workplace. It opens in a typical office setting, where a boss asks an employee for a report immediately. What should be a straightforward request quickly spirals into a barrage of unsolicited advice from colleagues, each offering increasingly complicated corporate jargon and lifestyle hacks, amplifying the chaos as the protagonist is bombarded with advice ranging from corporate speak to suggestions such as waking up before dawn and running barefoot. Kishan portrays the various colleagues, delivering a stream of workplace ‘gyaan’ with his characteristic flair and dialogues in English, Hindi and Bhojpuri. Overwhelmed, the protagonist eventually turns to boAt Crest AI for help, positioning the product as a way to cut through the noise and get to the information that actually matters.

What we think about it: The campaign makes a timely creative choice by moving Ravi Kishan’s meme persona from internet virality into an everyday workplace situation. The exaggerated office chaos gives the meme-to-product transition a recognisable touch, showcasing how a simple task gets buried under too much advice, jargon and noise, with clarity becoming the real need.