How BoAT sailed to the top of Consumer Electronics Industry at $2 Billion Valuation.

Authored by Umar Kayamkhani | Club Executive member.

“BoAt doesn’t sell just an electronic item but a fashionable lifestyle”

One of the most incredible brands in the Indian startup ecosystem with just five years of span they have achieved such a strong position in the market that if you look at the true wireless stereo market as of q2 of 2021 boAt leads with 37% of the market share.

So how did boAt pull this off? Answer is “Simple creative strategized marketing”.

Strategic Collaborative Campaigns:

boAt collaborated with celebrity designer Mazhaba Gupta to launch a limited edition collection of spunky headphones at the lakme fashion week 2020 and now they're also collaborating with beera which is again one of the most favorite millennial brands in India which helped boAT position into minds of consumers as a fashion statement product.

Influencer Marketing:

boAt left no stone unturned when it came to persuading individuals through influencer marketing. boAt has not only signed deals with influencers, but also with celebrities, cricketers, content creators, and even stylists.

so after Hardik Pandya they also roped in Rishab Panth, Shikhar Dhavan, Bhumra and

Prithi Shawn 2019 followed by Neha Kakar, Kiara Advani and Karthik Aryan after that they also signed up Shreya Shair in 2020.

Event Marketing:

1. boat x IPL - boAt leveraged the love Indians have for cricket and especially IPL by strategically partnering with six IPL teams, becoming the official audio partner for the 2021 Indian Premier League Twenty20 and released products with respective themes

2. boat x Sunburn Music Festival - Being a company which sells audio products, boat leveraged the biggest music festival of Asia where many big name artists performed giving consumers an impression of high trustworthy brand.

3. boat x Lakme Fashion Week - From the beginning, boAt has been presented as a lifestyle brand. In fact, the term "lifestyle" is followed by a link on their website. And not as a brand that makes computers and gadgets, as it actually is. So that the products of boAt can occupy a position in the consumer's consciousness as something we use on a daily basis while simultaneously making a fashion statement. When boAt cooperated with them, the models at Lakme Fashion Week walked the runway wearing boAt's merchandise.

Moment Marketing:

The most current consumer centric moment marketing approach example is when Marvel had a big movie coming up and a collection was released by boAt for Marvel fans. Iron Man, Captain America, and Black Panther have their own collections. Which includes a special range of Marvel-themed earphones, headphones, and speakers. Giving fans another reason for a delight.

Content Marketing:

"I am a rebel," featured Kiana Advani, Bani J, Raja Kumari, and other powerful women in an exciting music video. TRebel's product line is directly related to the campaign which attracted many views and likes.

Many illustrations have been created and uploaded on Instagram stories under the name #boAt adventures in order to entice and capture the attention of comic book fans and the general public.

In a video from the most current campaign, you always do what floats your boat, which is referred to by the term and #do what floats your boat.

The most current one, taken from the term, do what floats your boat, appeals to gen-z the most and is gaining its own niche audience to merge the product with the culture and lives of skaters, street artists, and others.

Key Takeaways:

Harnessing the real power of influencer marketing, strategic partnerships, content & moment marketing, one can build a perceived value in a crowded commoditized.

This is the reason why boat obsessively focusses on presenting itself as a lifestyle brand to build an aspirational value for itself both with endorsements and design to harness the power of perceived value of a brand in a crowded commoditized market.