Who can forget Aman Gupta's meme-worthy 'Shark Tank' moment?
The entrepreneur and Chief Marketing Officer of India's largest audio wear and electronic maker knows how to create a brand. And his master skills surface in boAt's creative ad campaigns.
Another feather on boAt's crowded hat is their campaign for Women's Day. The brand called out the objectifying lyrics in recent songs, to educate their consumers.
When we say, the brand never fails to reinvent itself, it's true. And this time, they have raised the bar higher.
If we ask you to choose between Apple's AirPods and boAt's Airdopes, chances are you would NOT choose the latter.
But here is what makes the brand unique.
Check out this campaign that the brand released on its print, digital and social platforms.
The campaign went viral on LinkedIn. Fans of the brand and Aman called it boAt's 'David vs Goliath' moment. In marketing, the reference is often used when an underdog brand takes on a giant. boAt has done it time and again.
Recently, the brand took a swipe at its closest competitor, Mivi as well.
Mivi, another maker of audio wearables and electronics, snubbed the brand's claim of being 'made' in India. They clarified that the brand is only 'assembled' in the country, and hence, not completely made in India.
Check out Mivi's campaign that subtly took a jab at boAt.
boAt's counter-campaign was simple. It released an interactive, print campaign with a QR code. On scanning, the user could verify the brand's 'Made in India' claim, for themselves.
What's the aim of the campaign?
boAt's marketing style is not confrontational, but ambitious. Thanks to the dynamic personality of their CMO. Aman has never shied away from saying that he wants to make boAt, a 'global' behemoth. And a global brand must have larger-than-life ambitions.
As for marketing wars, they will come and go. But the brand has stayed true to its 'hum bhi bana lenge', spirit.
Whether it's a marketing genius or a gimmick, only time will tell.
