The recent marketing showdown between wearable brands boAt and Noise, with a subtle nod to tech giant Apple, has captured the attention of consumers and industry observers alike.
It all began when boAt launched an ad campaign targeting Noise and implicitly comparing itself to Apple, suggesting its products are superior. While the boldness of boAt's campaign was applauded by some, it also faced criticism, particularly from Apple supporters and sceptics questioning boAt's claims as a homegrown brand.
In a clever response, Noise retaliated with a twist on boAt's original ad, emphasizing the importance of thoughtful consideration. By flipping boAt's ad and striking out the word "Better," Noise's print ad conveyed the message, "Maybe you should think," implying that boAt should have anticipated the potential backlash from its campaign.
The strategic move by Noise not only served as a witty comeback but also highlighted the risks of overstepping in marketing, particularly when positioning oneself alongside established brands like Apple. While boAt's campaign may have garnered attention for its boldness, it also raised questions about the brand's positioning and messaging strategy.
Directed by Rahul Bharti and produced by Sun City Studios, boAt's ambitious campaign, spearheaded by Tanmay Bhatt and his team, is part of the brand's broader "Be a boAthead" campaign for the IPL. Despite the controversy surrounding its recent marketing endeavours, boAt remains a prominent player in the wearable industry, continuing to engage consumers through innovative campaigns and product offerings.
