boAt, the consumer electronics brand has officially declared its decision to withdraw its sponsorship of the upcoming India concert by Canadian Punjabi singer Shubneet Singh, who goes by the name Shubh.
This 26-year-old artist is set to perform in Mumbai from September 23 to 25 aboard Cordelia Cruises, with additional tour stops in various Indian cities including New Delhi, Bengaluru, and Hyderabad. However, Shubh has been the target of criticism in anticipation of his Mumbai concert.
In response to this, boAt announced on the social media platform X that it would be pulling its sponsorship from the Canadian singer's India tour. The company cited statements made by Shubh earlier in the year as the reason for its decision.
In the words of 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."
The company also expressed its ongoing dedication to nurturing a vibrant music culture in India and creating platforms that support emerging artists in showcasing their talents.
It's worth noting that Shubh had previously shared a modified map of India, which led to accusations of him supporting Khalistani separatists.
Recently, members of the Bharatiya Yuva Morcha (BYJM) removed promotional posters for Shubh's concert. The President of Bharatiya Janata Yuva Morcha (BJYM), Tajinder Singh Tiwana, stated that "there is no space for Khalistanis who are the enemy of India's integrity and unity." He went on to assert that they would not allow Shubh to perform in Mumbai, and if necessary, they would oppose the event organizers if proper action was not taken.
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