boAt #WatchHerPlay shakes off stereotypical characterisation of women in sports ‘on’ and ‘off’ field
By M4G Bureau - March 09, 2023
The brand celebrates the contribution of women in sports and encourages supporters & fans to celebrate ‘her’ in every “field” as she inks iconic moments in sports history.
A costly catch, a golden inning, and a clash of titans – a headline or a topic of conversation synonymous with men’s cricket but what about women’s cricket? We all love Indian Premier League (IPL), but are we even watching the Women's Premier League (WPL) with the same passion? The portrayal of women in sports is often subjected to a ‘Women First and Athletes Second’ mindset. Women in sports are often governed by references to looks, age, what they are wearing, or family life, and are not valued as trained and entertaining sportspersons. Her winning shot is often shadowed by someone sitting in the audience who is termed as a ‘National Crush’.
This stereotypical characterisation of women in sports needs to change!
With this thought boat, India’s leading overall wearables (earwear and smartwatches) brand launched the #WatchHerPlay campaign this Women's Day. The campaign celebrates the contribution of women in sports and encourages supporters and fans to watch the ongoing Women's Premier League (WPL) in full fervour and with zeal. The campaign brings women players to the front and centre as she scripts the next chapter in the sport's history of India. The cogent video shows the clichéd depiction of women in sports ‘on’ and ‘off-field. It urges viewers to change their mindset and shines the spotlight on her shots, performance, and competitive race.
Aman Gupta, Co-founder, and CMO, boAt said, “Sports in India has influenced and helped in shaping societal norms. With this campaign, we want to bring about a change in mindset, bring women players to the fore, and just want to say - Chak De India. Let’s all #WatchHerPlay.”
This T-Rebel campaign now in its 3rd edition has always challenged the conventional and provoked to bring about change in the way of thinking.