This Republic Day, boAt, India’s No. 1 and the world’s second-largest audio wearable brand, is striking the right chord with its latest campaign, “Rock’in India”. The campaign pays tribute to boAt’s unwavering commitment to manufacturing in India and its dedication to the "Make in India" initiative. Featuring a satirical mockumentary with beloved comedian Ravi Gupta, the campaign tackles the persistent myth that boAt products are sourced from China.
The centrepiece of the campaign is a humorous video led by a quirky tour guide who attempts to “prove” that boAt’s factory is in China. However, the video quickly flips the script, revealing a comical juxtaposition of authentically Indian employees working on cutting-edge devices in distinctly Indian settings. This playful narrative highlights boAt’s true identity as a proudly Indian brand.
Through the “Rock’in India” campaign, boAt showcases its incredible milestones:
- Over 6 crore "Made in India" audio and wearable products manufactured to date.
- Employment generated for more than 15,000 Indians, both directly and indirectly.
- A strategic joint venture with Dixon Technologies, enabling boAt to now manufacture over 75% of its products in India.
Embracing its signature fun and unapologetic style, boAt underscores its leadership in Indian manufacturing, resonating with its core values of quality, innovation, and celebrating the Indian spirit.
“As we mark this Republic Day, we take immense pride in our journey—proving that a global vision can stem from Indian soil,” said Aman Gupta, Co-founder & CMO, boAt. “We’re now not just made in India; we’re made for India, now ready for the world.”
The “Rock’in India” campaign is a celebration of boAt’s achievements, its commitment to empowering and skilling the Indian workforce, and its relentless pursuit of excellence. This Republic Day, boAt proudly declares its Indian heritage while setting its sights on the global stage.
