This Republic Day, boAt, India’s leading audio and wearable brand, is setting the record straight with its latest campaign, ‘Rock in India’.
Designed as a tribute to India’s manufacturing capabilities and the ‘Make in India’ initiative, the campaign confronts the long-standing misconception that boAt products are sourced from China.
At the heart of this campaign is a satirical mockumentary starring comedian Ravi Gupta, who takes viewers on a humorous journey through a fictional “boAt factory” supposedly based in China. The narrative takes a clever turn when what’s shown on screen is unmistakably Indian—from the employees to the surroundings to the culture—all while showcasing boAt’s innovative and locally crafted products. This witty approach reinforces boAt’s message: the brand is authentically Indian in every way.
boAt has been a trailblazer in India’s audio and wearable sector, staying true to its commitment to empowering the local workforce and advancing the nation’s manufacturing capabilities. To date, the brand has produced over six crore audio and wearable products right here in India. Additionally, it has created employment opportunities for over 15,000 Indians, both directly and indirectly.
View this post on Instagram
A significant factor behind this success is boAt’s strategic joint venture with Dixon Technologies, a partnership that has enabled the brand to manufacture more than 75% of its products in India. This move not only strengthens its local supply chain but also highlights the brand’s dedication to fostering innovation on Indian soil.
True to its vibrant personality, boAt uses humor and storytelling to communicate its ethos. The ‘Rock in India’ campaign captures the brand’s leadership in the Indian manufacturing space while celebrating its unwavering focus on quality and innovation.
“As we celebrate Republic Day, we stand tall as an Indian brand with a global vision,” said Aman Gupta, Co-founder and CMO of boAt. “Our products are not just made in India—they are made for India, and now, for the world. This campaign is a reflection of our pride in our heritage and our readiness to compete on the global stage.”
boAt’s ‘Rock in India’ campaign is more than a rebuttal to misconceptions—it’s a celebration of the brand’s journey and its dedication to India’s growth story. By empowering local talent, creating employment, and investing in cutting-edge technology, boAt is demonstrating that an Indian brand can lead the way in both innovation and global aspirations.
This Republic Day, boAt isn’t just waving the Indian flag; it’s making a bold statement: the future of audio and wearable tech isn’t made in China—it’s ‘Rocking in India’.
