Boat Withdraws Sponsorship From Singer Shubh's India tour

In a surprising turn of events, popular audio and lifestyle brand Boat has decided to withdraw its sponsorship from Canadian-based singer Shubh's upcoming India tour. The move has raised eyebrows in the entertainment industry and sparked discussions about the dynamics of brand partnerships in the music world.

The 26-year-old artist, popularly known as Shubh, is scheduled to perform from September 23 to 25 on Cordelia Cruises in Mumbai and also has a tour lined up in the country, with performances in cities such as New Delhi, Bengaluru and Hyderabad.

On Tuesday, Boat announced on social media platform X that it would withdraw its sponsorship of the Canadian singer’s India tour, citing remarks made by the artist earlier this year.

“At boat, while our commitment to the incredible music community runs deep, we are first and foremost a true Indian brand. Therefore, when we became aware of the remarks made by artist Shubh earlier this year, we chose to withdraw our sponsorship from the tour,” said Boat on social media platform X.

We will continue to foster a vibrant music culture in India and create platforms where emerging artists can show their talent,” added the company.

It may be noted that Shubh had earlier shared a distorted map of India, for which he was accused of supporting Khalistani separatists.

Just a few days ago, members of the Bharatiya Yuva Morcha (BYJM) removed posters promoting Shubh’s concert.

Bharatiya Janata Yuva Morcha (BJYM) President Tajinder Singh Tiwana told news agency ANI that "there is no space for Khalistanis who are the enemy of integrity and unity of India”.

“We won't let Canadian singer Shubh perform on the auspicious land of Chhatrapati Shivaji Maharaj, Mumbai...If no proper action is taken then the organisers will have to face our opposition,” he added

Boat's decision to withdraw sponsorship from Shubh's India tour serves as a reminder of the intricacies and uncertainties of brand partnerships in the music industry. While such sponsorships can significantly benefit both artists and brands, they are not immune to changes and challenges that can arise during the planning and execution of musical events. As Shubh and his team navigate this unexpected development, they may need to adapt and find alternative solutions to ensure the success of the tour and the continued growth of Shubh's musical career.