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How BoAt Transformed India’s Electronic Consumer Durable Market

| Published on March 17, 2022

When Sameer Mehta and Aman Gupta realized that millennials needed hassle-free, wireless, affordable and fashionable earphones, they created, what became a leading consumer electronic brand-boAt. Coupled with the right features like quality and durability, boAt soon became the fifth largest wearable brand globally, and the number one earwear brand in India.

boAt began with making cables and soon escalated to offering categories like earphones, smartwatches, mobile accessories, speakers and home audio devices. The company now offers grooming products for men too.

What made this homegrown brand, into a world-class brand? Let’s find out about its marketing strategies.

1. Storytelling

To attract millennials, the brand showed its products to be appealing in a variety of ways, and to different sets of audiences. For skaters and street artists, a campaign on the basis of an idiom ‘Do what floats your boAt’, for the strong woman, a campaign titled ‘I am a rebel’ and for the comic lovers, illustrations were shared on social media platforms. This helped them in targeting and reaching out to their audience.

2. Moment marketing

The brand collaborated with Masaba Gupta, with exclusive products that exhibited her style, personality and fashion. This collection was revealed when the web series ‘Masaba Masaba’ was released.

An exclusive collection of earbuds, earphones and speakers based on the Marvel collection was launched.

During the IPL, their exclusive earbuds were released and this attracted a lot of cricket fans, thereby driving sales.
boAt believed in utilizing moment marketing strategy thoroughly, to ensure customer reach and brand recognition.

3. Influencer marketing

One of the biggest influencer bases that any brand has had, is probably that of boAt. Cricketers, actors, content creators, musicians, cricketers, stylists everyone who was influencing people, were seen associated with the brand.

This worked in their favor, and sales volume went up drastically.

4.Collaborations

The brand collaborated with the Sunburn festival in 2019, where artists like Yellow Claw, Wiz Khalifa and DJ Snake were present too.

The brand also collaborated with the Lakme Fashion Week, Dolby and T-Series.

5.Community-oriented marketing

The brand managed to engage people on social media platforms, urging them to post pictures of them using the boAt products and tagging them #Amboathead.

Along with this a special A-Z lingo was developed by them, to maintain interest and attract millennials.

6. Brand Perception

Since inception, the brand was conveyed as a lifestyle product brand. But it was also a consumer electronic product, for everyday use. Combining both aspects, the brand portrayed itself as a lifestyle product that can be used daily. And one specific Lakme Fashion Week featured models wearing their products on the ramp.

The brand also used Meme marketing and personalized marketing, by sending emails, making short videos, tracking consumer preferences etc.

All in all, boAt has done and utilized all that it could, to establish itself as a brand that is truly worth your time, as you experience nirvana on plugging into any of their products!

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