BoAt Announces a Change of Tune in Its Sponsorship Journey with Shubh, Leaving Fans and Industry Alike in Awe.

Punjabi Singer Shubh

In a surprising turn of events, boAt, a prominent Indian audio equipment and consumer electronics brand, has declared on social media platform X that it will no longer be sponsoring the India tour of Canada-based Punjabi singer Shubh, who is scheduled to perform in multiple Indian cities, including Mumbai, New Delhi, Bengaluru, and Hyderabad. This abrupt decision by boAt is rooted in comments made by Shubh earlier this year, which have garnered significant controversy. The 26-year-old artist, popularly known as Shubh, has faced substantial backlash in the run-up to his Mumbai concert scheduled from September 23 to 25 on Cordelia Cruises. In this blog, we will delve into the details of this surprising development, the artist’s remarks that led to this decision, and the broader implications for the music industry in India.

The Rise of Shubh:

Shubh, a Canada-based Punjabi singer, has quickly risen to fame in recent years, thanks to his catchy tracks and charismatic stage presence. His music, infused with Punjabi beats and western influences, has gained a significant fan base not only among Punjabi music enthusiasts but also among the youth across India. His scheduled India tour promised to be a significant event for his fans who eagerly awaited the chance to see him perform live.

Punjabi Singer Shubh

The Controversial Remarks:

However, Shubh’s fame took a hit earlier this year when he made remarks that ignited controversy. The details of these remarks are crucial in understanding boAt’s decision to withdraw sponsorship. While the exact nature of the remarks may vary depending on the source, they generally revolved around sensitive topics such as cultural and religious differences. These comments drew strong criticism from various quarters, including fans, social activists, and religious groups, who accused Shubh of promoting hate speech and intolerance.

boAt’s Decision:

On Tuesday, boAt made an official announcement on social media platform X, catching everyone by surprise. The company declared that it would no longer be sponsoring Shubh’s India tour, citing the controversial remarks made by the artist earlier this year. This decision marked a bold move by the company, which had previously shown strong support for emerging artists and the music culture in India.

In a statement accompanying the announcement, boAt emphasized its commitment to fostering a vibrant music culture in India and providing platforms for emerging artists to showcase their talent. This decision reflected not only a principled stand against hate speech but also a message to the industry that sponsorship deals with artists are not unconditional and can be revoked if the artists engage in behavior or speech contrary to the values of the sponsoring brand.

Backlash and Support:

While boAt’s decision was lauded by many who saw it as a responsible corporate stance, it also generated its fair share of controversy. Some fans of Shubh expressed disappointment and even anger at the brand’s decision, arguing that it was an infringement on the artist’s freedom of speech. Others, however, supported the move, seeing it as a necessary step to discourage hate speech in the music industry.

Boat Founder Aman Gupta


boAt’s decision to withdraw its sponsorship of Shubh’s India tour highlights the delicate balance between artistic freedom and corporate responsibility. It serves as a case study of how brands are increasingly mindful of the public image they project through their associations with artists. Shubh’s controversial remarks have not only affected his career but have also prompted a larger conversation about the role of artists and sponsors in shaping the cultural discourse of a nation. As the music industry continues to evolve, incidents like these will likely play a more prominent role in shaping its future.