‘boAt builds a lifestyle that connects deeply with young India and the Gen Z mindset’

In today’s hyper-connected world, communication is no longer just a marketing function; it’s the heartbeat of a brand. And in a crowded marketplace like consumer electronics, brands need more than just a great product to cut through the market noise and catch the consumer’s eye. That’s where the role of communicators begins.

In this feature, we explore the journey of the leading communicator Arun Mittal, Director of Communications & PR, boAt, who has been at the forefront of turning products into lifestyle statements.

He has contributed to the success of numerous brands and organisations by shaping their identity through communications and helping them reach millions of users. Mittal’s journey includes working with some of India’s most exciting new-age businesses and start-ups. From leading communications for Lenskart and Cashkaro.com to driving agency initiatives at PR Pundit, Goodword Media, and Clea PR, he has consistently demonstrated an uncanny ability to translate brand vision into narratives that stick.

But the path to becoming an industry leader hasn’t been linear. To fuel his growth, he experimented, took calculated risks, and learned from his mistakes. Each campaign, each challenge, each collaboration with visionary leaders has reinforced a simple truth for him: strong communication isn’t just a function—it’s the backbone of every successful organization.

Today, at boAt, he continues to innovate the communications functions, integrating creativity, technology, and purpose to make the brand not just heard, but felt and relevant for today’s consumers.

In today’s feature, we’ll get a closer look at Arun Mittal’s journey as a communications leader and explore:

• His entry into the communications world 
• Experiences that fueled his growth as communications leader
• Impact of his work on the organizations, industries, and communities he worked with
• Biggest communication challenges in India’s lifestyle tech sector
• How strategic communication powered boAt’s journey from a startup to a lifestyle phenomenon
• Lessons he would pass on to aspiring professionals

Excerpts:

1. What inspired you to venture into the PR & communications industry?

Honestly, I didn’t really choose PR and communications - the industry chose me. It all happened by accident. I don’t have a formal background in journalism or communications. I did my master’s in marketing from Italy, where I got to study how premium and luxury brands are built. During that time, I interned at the Mercedes-Benz headquarters in Italy, which gave me a first-hand view of how storytelling and brand experience come together to create aspiration.

That’s where it clicked for me - the power of narrative. How the right story & visual can shape perceptions, build brands, and connect with people emotionally. Over time, I realized communication isn’t just about visibility; it’s about creating meaning and trust.

Whatever I’ve learned has been on the job. I’ve hustled, experimented, made mistakes, and grown through them. And that journey - working with some amazing brands and leaders - has only reinforced my belief that strong communication is the backbone of every successful organization.

2. You’ve worked on both the agency and brand side. What difference have you observed on both sides, and how do these experiences fuel your growth as a communications professional?

The agency side taught me agility and creativity - how to craft compelling campaigns across different industries and adapt quickly to changing situations. You learn to think fast, multitask, and deliver impact under pressure. It really builds your foundation as a communicator and storyteller.

On the brand side, the lens shifts completely. You’re closer to the business, and access to data becomes much easier. That allows you to dig deeper into insights and craft PR strategies that are truly aligned with business goals. It also makes collaboration across functions a lot smoother - you can see how communication ties into everything, from product and marketing to culture and leadership.

Having experienced both worlds has been a huge advantage. The agency side gave me the creative hustle, while the brand side taught me long-term thinking and strategic alignment. It’s that mix - creativity meets business intent - that shapes how I approach communication today.

3. boAt has grown rapidly in India’s audio and lifestyle tech market. How do you plan your PR and communications strategy to differentiate boAt in a crowded consumer electronics space?

boAt started out as a lifestyle brand, but over time it has evolved into a ‘Design- and Engineering-led tech company. What truly sets us apart is how we’re democratizing technology - making high-quality, well-designed products accessible to everyone. And we take pride in the fact that a significant part of our portfolio is Made in India.

Our communication philosophy has always been rooted in authenticity and cultural relevance. We don’t just sell products; we build a lifestyle that connects deeply with young India and the Gen Z mindset.

Our strategy is a blend of data-driven insights and pop culture storytelling — we keep our ear to the ground, understanding what the youth are talking about, and translate that into campaigns that feel fresh and relatable. Whether it’s through product innovation, influencer collaborations, or community engagement, the goal is simple: to keep boAt aspirational yet grounded, and always in sync with the pulse of India.

4. What are the biggest communication challenges in India’s lifestyle tech sector today, and how do you see it evolving over the next 3–5 years?

The biggest challenge is clutter - every brand is fighting for the same consumer’s attention. The key lies in differentiation and consistency. As consumers become more discerning, authenticity will matter more than ever. Over the next few years, I see communication becoming more immersive and experience-driven - integrating storytelling with technology, personalization, and purpose. Brands that communicate with relevance will stand out.

5. Are there any emerging tools, platforms, or trends that you believe will redefine brand communication in this space?

The rise of AI-driven content, micro-influencers, and community-based marketing are already changing the game. Owned media ecosystems and personalized storytelling are gaining traction.

We’ll see a stronger convergence of the 3Cs - content, commerce, and culture - where platforms will serve not just as channels, but as experience hubs. The future of PR & communication will be more interactive, data-informed, and deeply human at its core.

6. Can you talk about the impact of mentorship on your journey, and how you try to support young professionals entering the industry today?

I’ve been fortunate to have mentors who guided me not just professionally but also shaped how I think and lead. They instilled in me some simple but powerful lessons - that the job isn’t done until it’s truly done, and that execution often matters more than strategy. You can have the best idea in the world, but if it’s not executed well, it doesn’t count.

Another big learning has been the importance of building structure - if you want to scale, you need systems, procedures, and SOPs. It’s what keeps teams efficient and ensures consistency. I also learned to understand the business side of communication - things like budgeting, defining metrics, and measuring impact. Those are skills that turn good communicators into strong leaders.

And something I’ve always believed in - treat everyone with respect, no matter their role or title. Never have a knee-jerk reaction; stay calm and composed, even in tough situations. It helps you make better decisions and earn long-term respect.

I try to pass on these lessons to young professionals I work with. I like to keep my interactions real - helping them think strategically, navigate challenges, and experiment fearlessly. The communications industry is evolving so fast, and I truly believe mentorship plays a key role in bridging that gap between theory and real-world practice.

7. What key lessons from your journey would you pass on to aspiring professionals in the communications field? 

The biggest thing I’d say is - keep upskilling and reskilling yourself. The industry is changing faster than ever, and what worked yesterday might not work tomorrow. Staying curious and open to learning will always keep you relevant.

I also believe in what I call the 3As - be Ambitious, Aggressive, and Assertive. Ambition keeps you moving forward, aggression gives you the drive to chase big goals, and assertiveness helps you stand your ground and earn respect.

Another important lesson is to think business, not just PR. Understand your brand’s goals, the market context, and how communication can drive impact. PR isn’t a support function — it’s a strategic lever that can influence perception, build trust, and create real value for the organization.

And at the end of the day, communication is about people. If you can connect authentically — with your team, your stakeholders, or your audience — you’ll always stay relevant.