Audio tech company boAt has taken a potshot at Apple and Air Pod users with its new ad aimed at "Fanboys." Known for its rabid fan club, Apple became the target of boAT's barbs, as the latter urged Indians 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."
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
The ad takes a playful dig at Apple's loyal fanbase who have a reputation for not tolerating any criticisms against the brand. A dramatic family of (presumably) Apple users headed by a very Steve Jobs-looking dad, confronts their daughter who has done the unthinkable -- switch to boAt earphones.
The scenario unfolds in a quintessential Bollywood movie style, reminiscent of numerous scenes where the heroine faces the scrutiny of her wealthy family over her relationship with her partner from a less privileged background.
A volley of questions like "Kaunsa brand ka hain woh?" and the iconic "Log kya kahenge?" is thrown at the girl.
Written by Tanmay Bhat, Devaiah Bopanna, and their team, the ad is directed by Rahul Bharti. The brand film was produced by Sun City Studios and is part of boAt's broader "Be a boAthead" campaign for the IPL
"Don't be a Fanboy, be a boAthead' captures the essence of boAt: fun, innovation, and delivering exceptional audio experiences," said Aman Gupta, Co-founder and CMO of boAt.
For some viewers, the ad may hit home since Apple users are known to have a strong loyalty towards the brand and a sense of elitism. The company has cultivated such a strong brand image over the years that Apple users are known to rarely switch to other brands.
Props to boAT for taking on such an ardent fan club, but a backlash was inevitable given the intense brand loyalty among the users. However, criticisms also came from fact-checkers who hit back at boAt for claiming to be an "Indian brand."
The criticisms were rooted in Gupta's statement in an interview with a tech magazine. He said that while its headphones are designed in India, it's assembled in China "to balance the cost and product efficiency."
Apple, on the other hand, will reportedly start manufacturing Air Pods at Foxconn's factory in Hyderabad in India and is expected to initiate mass production by the end of 2024.
"Also, you may be an Indian brand but you sell cheap china-imported s*** unlike Apple that’s manufacturing some of these products in India. So, what’s all the fuss about being an Indian brand?" said a user.
"Kya fayda chance dene ka jab maal toh China se hi laake chipkana hai tumko," said another, questioning boAt's stance as an Indian brand.
"Exactly what is Indian here? How many patents from research lab of India on Boat products? Simply assembling Chinese copy items cannot claim to be original in any ways!!," said another.
"Build good products, you don't need to sell patriotism," a user pointed out to boAt.
"Ab ghodo ke race me gadhe bhi daudenge," said another.
Some backhanded compliments also came boAt's way: "They couldn't beat the competition in their price range but now goes after bigger brands. Nice marketing btw."
"Sorry Boat, but nice try. Lage raho. By the way, you have a long way to go before you can take potshots at Apple. We will root for you, but don't make this awkward," wrote another user.