BoAt takes on Apple; Latest ad video sparks debate over X

In the competitive landscape of advertising, brands often leverage creativity to stand out, and boAt, an audio products company, is no stranger to this strategy. Recently, the company launched an advertising campaign encouraging consumers to "think better" by switching from Apple to boAt. The campaign featured images juxtaposing boAt's earphones with an Apple product, accompanied by the tagline "think better." Additionally, the ad urged viewers not to be fanboys but rather to embrace the identity of a "boAthead."

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

— boAt (@RockWithboAt) March 30, 2024

Social Media Reaction

As images of the ad circulated on social media platforms, it quickly garnered attention and sparked diverse reactions from users. Some individuals praised boAt for its creative approach, appreciating the message to reconsider brand loyalty and explore alternatives.

I think it's a bad idea to criticize #boat's new ad just because they challenged 🍎
I think it's a bold move and shows they are willing or working towards becoming the best in that space. You need guts to do that. Plus the ad is super creative.
PC: Internet pic.twitter.com/YV1VEXS3mW

— T𝖗𝖊𝖓𝖉T𝖆𝖑𝖐𝖘 (@trendtalks9) March 31, 2024

However, the ad also prompted criticism from those who felt it was overly provocative or dismissive of other brands' loyalists.

Boat asking people to ditch Apple and go for Boat earphones.

It’s like Oyo mocking Taj hotels. People aren’t booking Taj properties just for comfortable bed & pillows.

Similarly people aren’t paying 23000/- just for the sound quality :) pic.twitter.com/VdW0BvFo6n

— Gabbar (@GabbbarSingh) March 31, 2024

Impact of the Campaign

Regardless of the mixed reactions, boAt's advertising strategy succeeded in generating buzz and engaging consumers in conversations about brand preferences and competition in the audio products market. The campaign underscored the significance of creative marketing approaches in capturing audience attention and driving brand awareness, albeit with varying responses from the audience.