Mumbai: boAt has rolled out a new campaign promoting its Alexa Built-in smartwatch, boAt Xtend, that put the spotlight on GenZ and how they like to extract the most out of every hour, every day. 

Titled as #MoreInEveryday, the campaign effectively brings out the various intelligent features of the watch such as setting reminders and counting calories that complement the GenZ way of life. 

The brand roped in influencers like RJ Kisna and Divija Bhasin to bring out the content creators’ POV of doing more with an Xtend. They even collaborated with digital channel Filter Copy with millions of viewers to bid goodbye to all things made redundant when their watches enabled voice commands. To generate more relatability among the Indian audience, boAt pushed out a series of influencer-led videos highlighting the quirks around ‘Stuff Indians ask Alexa’. 

Designed for a tech-savvy generation, the smartwatch can be operated with simple voice commands to Alexa, which is its standout feature. 

Speaking about the campaign, boAt brand manager Siya Wadhawan said, "We get this generation. We know what makes them tick. The Xtend watch with Alexa Built-in has been designed to fit perfectly into their lifestyle, and we’re pretty sure that the campaign will resonate with them and make voice-enabled smart wearables mainstream."

Digitas chief operating officer Sonia Khurana, added "#MoreInEveryday was a reminder for every GenZ, every hustler, and every doer, of all the things they can achieve with an Alexa on their wrists. It was a treat to partner with boAt to create yet another exciting campaign.”

Amazon India head of Alexa skills and voice services Teena Sidana added, “Customers in India interact with Alexa millions of times every day to ask for information, start their workout and manage their day with reminders, to-do lists, alarms and more. With the boAt Xtend smartwatch customers can interact with Alexa on the go, wherever they are, and continue to make the most of their day. We are sure this campaign will resonate with GenZ and they will be able to see a little bit of themselves in the videos.”