Electronics brand boAt has withdrawn its sponsorship from the upcoming India tour of Canadian singer-rapper Shubh, citing the artist’s alleged support for Khalistan as the reason behind this decision. This move comes as tensions between Canada and India have escalated due to accusations and diplomatic expulsions. Shubh’s concerts, initially scheduled for September 23 to 25 in Mumbai, now face uncertainty.
boAt’s choice to end its sponsorship was influenced by Shubh’s earlier actions, particularly his social media sharing of a distorted map of India in solidarity with Khalistani terrorists. The company, in an official statement, reaffirmed its strong Indian identity and its commitment to distancing itself from any association with Khalistan.
This development highlights the impact of public sentiment on corporate decisions, with social media users playing a significant role in influencing boAt’s choice to discontinue its sponsorship. It also underscores the complex intersection of art, politics, and corporate partnerships in today’s globalized world.
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