‘Think Better’: How an ad ignited a boAT vs Apple war on social media
boAt, a prominent player in the audio products industry, has recently stirred up a storm in the advertising world with its latest campaign. In an era where creativity reigns supreme in marketing strategies, boAt’s bold move to challenge Apple’s dominance has captured the attention of social media users worldwide. With the slogan ‘think better,’ the campaign has sparked a spirited debate among consumers, highlighting the complexities of brand loyalty and the ever-evolving dynamics of the market.
The advertisement features boAt’s earphones juxtaposed with an Apple product, accompanied by the message ‘think better.’ Additionally, it encourages individuals to transcend the label of ‘fanboys’ and embrace the identity of a ‘boAthead.’ Complementing the static ad, boAt released a video showcasing a woman endorsing the superior sound quality of boAt’s earphones amidst skepticism from her family regarding her brand preference.
Accompanying the video on social media, boAt captioned, ‘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.’
Unsurprisingly, the ad campaign has solicited varied reactions from netizens:
One individual expressed, ‘Sorry boAt, but nice try. Lage raho. By the way, you have a long way to go before you can take potshots at Apple. We will root for you, but don’t make this awkward.’
Another user shared, ‘I am still using my Bassheads 900, it’s still wonderful. It slipped many times and fell on the floor, but still working since purchased in May.’
