'Don't Be A Fanboy': boAt's New Ad Campaign Takes On Apple, Sparks Massive Debate Online

India’s fastest-growing audio wearable brand ‘boAt’ has launched a new advertising campaign targeting 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’,” said Lakshmipathy Bhat, SVP of Global Marketing & Communications at Robosoft, who shared insights on the campaign.

“Again, I am happy for boAt’s popularity and wish them more success. IMO, such initiatives will make the brand’s current and prospective customers (unlikely to be those who can afford and seek Apple products) happy with their choice,” 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.” Another commentator remarked, “It’s a healthy tactic. To taunt your competition. He doesn’t have hate for the company but a healthy 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,” said one of the X users.

“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,” yet another said. ”

“That’s like Adibas saying, why buy Adidas, when Adibas is there with the same design & comfort,” 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,” said another apparent ‘Fanboy’ of Apple.

boAt’s strategic move has led to a lot of social media chatter. By leveraging humour and creative marketing, boAt has captured a lot of attention. People on the internet have been intrigued by boAt’s approach and willingness to take on a tech giant like Apple. Here are some other reactions to the new ad campaign:

While little can be said about the ad’s impact, for now, the campaign has certainly succeeded in sparking conversations and generating interest among potential customers.