This Independence Day, audio and wearables brand boAt launched a new campaign titled Rock In India, aimed at promoting its Make in India initiative. The campaign, described as, uses humour to address social media trolls and highlight the brand’s domestic manufacturing efforts.
The film features content creator Purav Jha, who mimics popular online trends to attract attention to boAt’s manufacturing story. In the video, factory workers join Jha in performing viral internet acts to bring focus to the company’s Made in India operations.
The campaign opens with Jha dressed in a boAt box costume alongside factory workers, saying, 'Made in India dikhna chahiye!' He then performs the 'Pehla Tu, Dooja Tu' dance routine while showcasing production figures, followed by a segment referencing Speed’s “Suuuu!” squats, with workers chanting “boAt, boAt, boAt.” The film concludes by shifting tone to reveal that over 15,000 Indian factory workers are involved in producing eight crore units annually.
Addressing the campaign, a boAt spokesperson said, “It’s not just about making products in India for us, it’s about doing it with the people who truly understand this market. And what better way to celebrate our India factory workers than on Independence Day, who are the heart and soul of our Make in India journey. We’ve been proudly making over 8 crore units in India since 2020. Yet, somehow, the facts get lost amid all the chaos online. But if being loud, weird, or chaotic is what it takes to get the real heroes behind the Made in India story the respect they deserve, we’re ready to go all out.”
According to boAt, 75% of its products are now made in India. Since 2020, the brand has produced over eight crore units annually and generated more than 15,000 jobs, both directly and indirectly.
As it moves towards becoming the world’s third-largest audio and wearables brand, boAt continues to emphasise its focus on local manufacturing and the workers who contribute to its supply chain.
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