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India’s fastest-growing audio wearable model ‘boAt’ has launched a brand new promoting marketing campaign focusing on trillion-dollar tech behemoth Apple. The “Don’t be a Fanboy” campaign signals the company’s intent to position itself as a viable alternative to the premium American brand in the earwear segment.The campaign comprises ads showing a family of dedicated “Fanboys” (presumably Apple) alongside a proud “boAthead” member. Through banter and subtle criticisms of the family’s allegiance to legacy features and products, the ads pitch qualities that the less-than-a-decade-old company offers.The campaign has sparked discussions and gained eyeballs across various social media platforms, with industry experts weighing in on the ad’s effectiveness. Among mixed reactions, the campaign has been perceived as a strategic move to engage Apple, a brand that predominantly targets affluent consumers in the Indian market. ‘No Fruits Were Harmed’“Somewhere, a copywriter 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’,” mentioned Lakshmipathy Bhat, SVP of International Advertising & Communications at Robosoft, who shared insights on the marketing campaign. Commercial “Once more, I’m blissful for boAt’s recognition and want them extra success. IMO, such initiatives will make the model’s present and potential prospects (unlikely to be those that can afford and search Apple merchandise) proud of their alternative,” he added. One tech enthusiast expressed, that the fact that everyone is talking about it means that their strategy worked, at least from the brand awareness angle.” One other commentator remarked, “It’s a wholesome tactic. To taunt your competitors. He doesn’t have hate for the corporate however a wholesome tussle with apples.” ‘Cringe When Maruti Trolls Mercedes’While to some the ad campaign made perfect sense, others contended that there is no competition between the two. “boat comes nowhere close to even Samsung, forget Apple! When BMW trolls Mercedes, it’s good. But it’s cringe when Maruti trolls Mercedes,” mentioned one of many X customers. “Boat asking folks to ditch Apple and go for Boat earphones. It’s like Oyo mocking Taj lodges. Folks aren’t reserving Taj properties only for snug mattress & pillows. Equally, folks aren’t paying 23000/- only for the sound high quality,” yet another said. ““That’s like Adibas saying, why purchase Adidas, when Adibas is there with the identical design & consolation,” said one of the users. “No offense, but boAt’s comparison to Apple is like comparing a plastic toy to a high-tech gadget – they both make noise, but one is meant for serious sailors,” mentioned one other obvious ‘Fanboy’ of Apple.boAt’s strategic transfer has led to a variety of social media chatter. By leveraging humour and inventive advertising, boAt has captured a variety of consideration. Folks on the web have been intrigued by boAt’s strategy and willingness to tackle a tech big like Apple. Listed here are another reactions to the brand new advert marketing campaign:Whereas little might be mentioned concerning the advert’s impression, for now, the marketing campaign has actually succeeded in sparking conversations and producing curiosity amongst potential prospects.RohitRohit is sub-editor at News18.com and covers worldwide information. He beforehand w…Learn Morefirst printed: March 31, 2024, 15:43 IST

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