The electronics brand boAt has made a noteworthy decision to officially retract its sponsorship of the upcoming India tour by Canadian singer-rapper Shubneet Singh, popularly known as Shubh. This decision comes in the wake of allegations that Shubh has expressed support for Khalistan, a controversial issue that has strained relations between Canada and India.

The initially scheduled concerts featuring the 26-year-old artist were planned to be hosted on Cordelia Cruises in Mumbai, scheduled from September 23 to 25. The sudden retraction of sponsorship coincides with the mounting tensions between the two nations, reflecting the broader implications of this decision on cultural exchanges.

In a statement posted on its social media handles, the company said that it has withdrawn the sponsorship over certain remarks it made earlier this year.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," the company said in a post on social media platform X.

Recently, Indian cricketer Virat Kohli made headlines when he decided to unfollow Shubh on the social media platform Instagram. This action by Kohli was purportedly in response to the singer's controversial social media post where he shared a distorted map of India, omitting the state of Jammu and Kashmir. This incident adds another layer of significance to the ongoing controversy surrounding Shubh's alleged support for Khalistan, a contentious issue that has strained relations between India and Canada.

The public's reaction on various social media platforms emerged as a pivotal factor in boAt's ultimate decision to terminate its sponsorship agreement. Observing the mounting online discourse, users actively engaged with the company's Co-Founder, Aman Gupta, by tagging him in posts and raising inquiries about the brand's endorsement of an artist whose viewpoints have stirred controversy. This engagement and online discussion added substantial pressure on boAt to reconsider its association with the artist in question.

Just days ago, the Bharatiya Janata Yuva Morcha (BJYM), the youth wing of the ruling Bharatiya Janata Party (BJP), took measures against an upcoming event by Shubh. They removed promotional posters and called on fans and organizers to boycott his shows. Leading up to the G20 summit, pro-Khalistani graffiti bearing slogans like 'Delhi Banega Khalistan' (Delhi will become Khalistan) and 'Khalistan SFJ Referendum Zindabad' (Long live Khalistan SFJ Referendum) emerged at several metro stations in the national capital. In response, Delhi Police initiated an investigation into this matter and is actively pursuing legal action.

Tajinder Singh Tiwana, President of BJYM, strongly voiced his opposition to Shubh's performance, declaring, "There is no space for Khalistanis who are the enemy of the integrity and unity of India. We won't allow Canadian singer Shubh to perform in the revered land of Chhatrapati Shivaji Maharaj, Mumbai. If appropriate action is not taken, the organizers will have to face our opposition."

Image source: India Today