Can boAt Rock the Boat Against Apple's Market Hold?

boAt takes on Apple: In recent ads, boAt made fun of Apple, sparking a lot of talks online. But can the Indian brand shake things up considering the stronghold the competitor has on the Indian market?
Can boAt Rock the Boat Against Apple's Market Hold?
Can boAt Rock the Boat Against Apple's Market Hold?Image Credit: The Bridge Chronicle

boAt's latest move, going head-to-head with none other than the tech giant Apple is generating a lot of debate online. Their new ad campaign, with the tagline "Don't be a fanboy, be a boAthead," presents a direct challenge to Apple's dominance in the earphone market, urging consumers to reconsider their brand loyalty and opt for boAt's offerings, which-- according to them-- boast better features at an affordable price.

In one of the adverts, a young woman introduces her family to boAt airdopes, only to face skepticism for abandoning the "i family pro max" ecosystem. The ad goes on to humorously showcasing boAt's new features while playfully mocking the family's loyalty to Apple products and product names. "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," boAt said while posting the ad on X.

This has caused quite a stir on social media, with some folks cheering boAt on for their bold move, while others are scratching their heads, wondering if the comparison is a bit of a stretch.

Can boAt catch up to Apple?

In the global wearables market, boAt (Imagine Marketing) has positioned itself as a formidable competitor, trailing only behind Apple in terms of shipments for Q3, 2023. According to an IDC report, Apple leads the wearable device segment with 29.9 million shipments, securing 20.2% of the market share. Close on its heels, boAt achieved 14.3 million shipments, capturing 9.6% of the market share and witnessing a notable year-over-year growth of 19.4%. This places boAt ahead of other industry stalwarts such as Xiaomi, Samsung, and Huawei. 

Amid this rising momentum, boAt's advert reflects a calculated attempt to shake up the status quo. boAt is throwing down the gauntlet, asking us to look beyond legacy brand names at a time when sentiment among Indian consumers to support homegrown brands is at an all-time high. Whether this move will get them a bigger portion of the market is still up in the air, but one thing's for sure—boAt's not shy about challenging the big players.

Echoes of Apple's past

Interestingly, Apple itself had used a similar tactic in its early stages and challenged the dominance of IBM (and, by extension, the Microsoft-powered PCs that dominated the market) when it released the "1984" Super Bowl commercial to introduce the Macintosh computer.

The advert was inspired by George Orwell's novel, "1984", suggested that Apple was fighting against an oppressive, totalitarian regime represented by IBM.

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