Audio tech company boAt took a swipe at Apple and Air Pod users with its new ad aimed at “Fanboys”. Apple became the target of BoAt’s barbs, urging netizens to give “an Indian brand a chance to compete on the global level.”
It also went a step ahead and said: “Don’t be a fanboy, be 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
Written by Tanmay Bhat, Devaiah Bopanna, and their team, the ad takes a playful dig at Apple’s loyal fanbase, who have a reputation for not tolerating any criticisms against the brand. In the Bollywood-esque ad, a temperamental family of seemingly Apple users, including a father who resembles Steve Jobs, confronts their daughter on doing the unthinkable – going from a switching from a “brand loyal” option to boAt earphones. The daughter, however, stays true in her convictions.
The ad was directed by Rahil Bharti, and the brand film was produced by Sun City Studios and is part of boAt’s broader “Be a boAthead” campaign for the IPL.
The bold video sparked a heated online debate. While some users have appreciated the imagination of boAt, others have criticized it as a new low as far as negative marketing tactics go. Apple fans were quick to deride the ad, yet others have also chimed in to offer their perspectives and to fact-check.
Gabbar Singh, a popular internet figure, took to X to share some criticisms, stating that brand experience matters as much as quality:
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
Ad and marketing professional Bhatnatually also shared his thoughts on X:
Somewhere a copy writer for boAt has gone home thinking he has ‘socked it to Apple’ by writing ‘no fruits were harmed in making this ad’. And trade portals are reporting it as ‘shots fired!’. Again, I am happy for boAt’s popularity and wish them more success. Such initiatives…
— bhatnaturally ???????? (@bhatnaturally) March 31, 2024
BoAt was also targeted by fact-checkers who hit back at it for claiming to be an “Indian brand”. These criticisms were rooted in Gupta’s statement in an interview with a tech magazine, where that while its headphones were designed in India, they were assembled in China “to balance the cost and product efficiency.”
This in turn led to memes about the situation:
Boat vs Apple: pic.twitter.com/WKBgdbX3pg
— Atishay (@atishay_j) March 30, 2024
Some internet users, on the other hand, believed that the ad served its purpose in generating hype and getting people to talk about the brand. Bhaskar Majumdar a user on X said, “The ad served its purpose of sparking conversation and drawing attention, even leading to comparisons with Apple, which is quite a feat. It’s all about generating buzz and being mentioned alongside top brands, even if the comparison isn’t entirely fair. They’ve gained significant mileage and attention as a result.”
The ad served its purpose of sparking conversation and drawing attention, even leading to comparisons with Apple, which is quite a feat. It’s all about generating buzz and being mentioned alongside top brands, even if the comparison isn’t entirely fair. They’ve gained significant…
— Bhaskar Majumdar (@Probasibangali) March 31, 2024
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