It's Good, But It's Cringe: BoAt's Latest Advertising Campaign Challenges Apple, Ignites Huge Debate Online

'boAt', India's fastest-growing audio wearable startup, has launched a new advertising campaign aimed at the trillion-dollar tech titan Apple.

The "Don't be a Fanboy" ad demonstrates the company's desire to present itself as a viable alternative to the premium American brand in the earwear sector.

What was the ad campaign all about?

The campaign includes advertisements featuring a family of committed "Fanboys" (probably Apple) and a proud "boAthead" member | Image: X

The campaign includes advertisements featuring a family of committed "Fanboys" (probably Apple) and a proud "boAthead" member.

The advertisements market the qualities that the less-than-a-decade-old company provides through banter and veiled criticisms of the family's commitment to legacy features and products.

Which debate did the campaign start?

The campaign has ignited debate and garnered attention across many social media channels, with industry experts weighing in on its success.

The campaign has received varied reactions, with some seeing it as a smart move to engage Apple, a company that primarily targets rich consumers in India.

How did people on the internet react?

¡°Somewhere, a copywriter for boAt has gone home thinking he has ¡®socked it to Apple¡¯ by writing ¡®no fruits were harmed in making this ad¡¯. And trade portals are reporting it as ¡®shots fired¡¯,¡± said Lakshmipathy Bhat, SVP of Global Marketing & Communications at Robosoft, who shared insights on the campaign.

Somewhere a copy writer for boAt has gone home thinking he has 'socked it to Apple' by writing 'no fruits were harmed in making this ad'. And trade portals are reporting it as 'shots fired!'. Again, I am happy for boAt's popularity and wish them more success. Such initiatives¡­

¡ª bhatnaturally ? ?? (@bhatnaturally) March 31, 2024

¡°Again, I am happy for boAt¡¯s popularity and wish them more success. IMO, such initiatives will make the brand¡¯s current and prospective customers (unlikely to be those who can afford and seek Apple products) happy with their choice,¡± he added.

"One tech enthusiast expressed, that the fact that everyone is talking about it means that their strategy worked, at least from the brand awareness angle.¡±

Another commentator remarked, ¡°It¡¯s a healthy tactic. To taunt your competition. He doesn¡¯t have hate for the company but a healthy tussle with apples.¡±

While some thought the ad campaign made perfect sense, others argued that there is no competition between the two. "The boat is no match for Samsung, let alone Apple! When BMW trolls Mercedes, it's fine.

"But it makes me cringe when Maruti trolls Mercedes," stated one of the X users. "Boat is encouraging customers to quit Apple in favor of Boat earphones. It's like Oyo is ridiculing Taj Hotels. People don't book Taj properties solely for their lovely beds and pillows. Similarly, consumers aren't paying Rs. 23000/- for sound quality," added another. "

Check the full ad here.

Disclaimer: No Fruits ? were harmed in the making of this film. It's time to give an Indian brand a chance to compete on the global level. Don¡¯t be a fanboy, be a boAthead. pic.twitter.com/nQou26YLfc

¡ª boAt (@RockWithboAt) March 30, 2024

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