This Republic Day, boAt, India’s No. 1 and the world’s second-largest audio wearable brand, has launched its latest campaign, “Rock’in India,” celebrating its commitment to the “Make in India” initiative. With a blend of humor and patriotism, the campaign addresses misconceptions about the brand’s manufacturing origins, emphasizing its proudly Indian identity and achievements in local production.
Humor with a Purpose
The campaign’s centerpiece is a satirical mockumentary featuring comedian Ravi Gupta, who humorously challenges the persistent myth that boAt products are made in China. The video follows a quirky tour guide attempting to “prove” boAt’s manufacturing ties to China. However, the narrative takes a comedic twist, showcasing authentically Indian employees working in innovative settings, underscoring boAt’s true Indian roots.
Milestones in Manufacturing
The “Rock’in India” campaign highlights boAt’s remarkable achievements in Indian manufacturing. The brand has produced over 6 crore “Made in India” audio and wearable products, generating employment for more than 15,000 Indians. Through a strategic joint venture with Dixon Technologies, boAt now manufactures over 75% of its products within India, further strengthening its commitment to local production.
Celebrating Indian Spirit and Innovation
boAt’s campaign embraces the brand’s unapologetic and playful style while highlighting its dedication to quality and innovation. The campaign aligns perfectly with the Republic Day spirit, celebrating boAt’s journey as a brand deeply rooted in Indian soil and aiming for global impact.
A Message from the Co-Founder
“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.”
A Vision for the Future
“Rock’in India” is more than a campaign; it’s a statement of boAt’s commitment to empowering the Indian workforce and driving technological innovation. As the brand looks ahead, it celebrates its achievements while setting its sights on establishing India as a global manufacturing powerhouse.
This Republic Day, boAt proudly declares its Indian heritage and showcases its readiness to take on the global stage, echoing the spirit of innovation, quality, and resilience that defines the nation.
Also read – Haier India Announces Exclusive Republic Day Offers on Consumer Durables
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