In an unexpected yet delightful turn, the infamous antagonist Bulla from the 1998 cult classic “Gunda” has made a roaring comeback. This time, however, he’s not wreaking havoc on screen but unboxing the new limited-edition Deadpool-themed Airdopes by boAt. Consumer wearables brand boAt focused on the latter when it made him unbox a new limited-edition airdopes made for the upcoming movie Deadpool & Wolverine which hits screens on July 26, 2024. The ad brilliantly capitalizes on nostalgia, blending humor and pop culture with modern tech.
Bulla x boAt
Bulla, portrayed by Mukesh Rishi, is remembered for his menacing persona, violent tendencies, and outlandishly long-winded self-introductions. Despite the character’s dark traits, his exaggerated mannerisms and dialogues have found a humorous niche in India’s social media pop culture. boAt smartly tapped into this aspect, using Bulla’s iconic style to showcase their latest product.
boAt’s Deadpool-themed Airdopes: The Unboxing Video
The unboxing video opens with Bulla’s trademark introduction, “Mera naam hai Bulla. Unboxing karunga khullam kulla,” immediately grabbing the viewer’s attention. The character’s presence and his nostalgic dialogues are seamlessly integrated into the product’s promotion, highlighting key features such as long battery life and clear calling capabilities. Bulla’s powerful screen presence is just as impactful today as it was 26 years ago.
boAt’s Strategic Move
boAt’s decision to use Bulla for the unboxing video is a clever marketing strategy. By resurrecting a beloved on-screen character, they’ve not only caught the attention of “Gunda” fans but also engaged a broader audience who appreciate quirky and memorable advertising.
The Product: Deadpool-themed Airdopes Alpha
The Deadpool-themed Airdopes Alpha is a special edition product designed in collaboration with the upcoming movie “Deadpool & Wolverine,” set to hit theaters on July 26, 2024. Priced at Rs 3,490, it’s available for a discounted rate of Rs 999 on boAt’s website and Rs 1,099 on Flipkart as of July 23, 2024. The Airdopes feature an impressive battery life, crystal-clear calling, and a sleek design that resonates with the Deadpool aesthetic.
Nostalgia Marketing: A Growing Trend
The trend of featuring on-screen characters in advertisements has been gaining traction. Last year, boAt’s ad featured the lead cast of CID and Crime Patrol in a campaign promoting their killer sales. Similarly, Acko insurance brought back Munna and Circuit from the “Munnabhai” series, while Pratik Gandhi reprised his role as Harshad Mehta for CenturyPly Club ads.
Also Read: Munna Bhai And Circuit are back for ACKO new campaign
Shah Rukh Khan, Alia Bhatt, and Ranbir Kapoor also returned as their famous characters in a Rungta Steel ad, and Ranbir Kapoor and Konkana Sen Sharma brought “Wake Up Sid” back to life for an Oppo campaign.
Expert Insights: The Power of Nostalgia
Shivaji Dasgupta, founder and managing director at INEXGRO Brand Advisory, explains that leveraging nostalgic characters accelerates brand familiarity. He cautions, however, that the nostalgia must strike a chord with today’s audience to be effective. If done right, it can significantly enhance the celebrity’s endorsement power and maximize the brand’s return on investment.
Conclusion: boAt X Bulla- A Winning Formula
boAt’s collaboration with Mukesh Rishi’s Bulla character is a testament to the power of nostalgia in modern advertising. By blending a beloved cult character with cutting-edge technology, boAt has created a memorable and effective ad that resonates with a wide audience. The campaign not only promotes their new product but also taps into a rich vein of cultural nostalgia, making it a standout success.
