Gurugram, 14th July 2026: boAt, India’s No. 1 audio and wearables brand, today announced its partnership with Legacy, a community-led talent platform judged by KR$NA and Raftaar. The collaboration reflects boAt’s long-standing commitment to supporting emerging communities, creators, and cultural movements that shape the aspirations of young India.
Since its inception, boAt has built deep connections with India’s youth through music, creators, and culture. From making premium audio more accessible to collaborating with artists, musicians, and cultural icons, the brand has consistently identified and supported communities that inspire creativity and self-expression. The partnership with Legacy builds on that journey by backing a platform nurturing the next generation of talent.
Hip-hop is one of the most compelling examples of how communities shape culture. What began as an independent movement has become one of India’s most influential creative ecosystems, enabling artists from diverse backgrounds to reach national audiences. Through Legacy, boAt aims to support this next wave of creators and the communities that continue to drive it forward.
boAt Spokesperson said, “At boAt, we’ve always believed that the strongest communities create the biggest cultural movements. Every generation has creators who redefine music, challenge convention, and inspire millions. Legacy represents that spirit. Through this partnership, we’re proud to support the next generation of artists and the communities helping them build India’s cultural future.”
KR$NA said, “Having been associated with boAt as a brand ambassador, it’s exciting to now extend that partnership through Legacy. It’s great to see a brand continue to invest in the culture beyond campaigns and become part of a platform that helps discover and nurture the next generation of hip-hop talent. Hip-hop has always been driven by the community, and every new voice deserves the opportunity to be heard.”
“Every generation creates its own sound and its own culture. Legacy is about discovering those voices, but it’s equally about the community that supports them. We’re proud to have a brand like boAt backing this movement. When brands invest in communities rather than simply moments, they help strengthen the entire ecosystem and empower the next generation of artists”, added Raftaar.
As new forms of music, entertainment and creator-led communities continue to shape India’s cultural landscape, boAt remains committed to backing the people, platforms and communities driving the next wave of creativity and culture.
About Legacy
Legacy is India’s biggest Hip Hop reality show, built to find and crown the country’s next rap icon. Helmed by pioneers Raftaar and KR$NA, it goes beyond a talent hunt, tracing a rapper’s journey from raw potential to stage-ready artist, tested through cyphers, battles and collaborations. The three-phase format is designed to raise the stakes progressively: from the Top 30’s early showcases, to the Top 15’s live 1v1 battles, to the Top 10’s high-intensity Sudden Death rounds and Grand Finale. At its core, the show is about authenticity, giving Desi Hip Hop the platform, judgement and audience it has long deserved. It’s positioned to spotlight the culture, not just the contestants. Legacy aims to leave behind exactly what its name promises, a lasting legacy for Indian hip hop.
About Imagine Marketing Limited
Imagine Marketing Limited, the owner of boAt, is one of India’s leading consumer technology companies and the country’s No. 1 player in the branded personal audio segment. Founded in 2015, boAt has grown into one of India’s most recognized lifestyle brands. Starting in personal audio, the company has expanded across wearables, charging solutions, audio-visual products, and other lifestyle technology categories, reflecting its evolution into a broader consumer technology company. Rooted in its Make in India commitment, boAt increasingly designs and manufactures its products in India, with 71% of total units produced locally in FY2025. Supported by boAt Labs, its in-house R&D centre with over 100 engineers, the company continues to drive innovation across categories. Guided by consumer-first design and disciplined execution, boAt returned to profitability in FY2025, marking a significant milestone in its evolution into a diversified consumer technology company built for long-term growth.
