boAt: The unheard break

boAt, an electronics brand, generated impressions in India by removing advertising on India’s top music streaming platform.

Campaign details

Brand: boAtAgency: Digitas IndiaRegion: APAC

Campaign video



boAt is a leader in the audio wearables category in India. As a brand with 39.3% share and 4.3 million shipments (Q4 2021) it wanted to cement its leadership in the category which is overflowing with players like NOISE, REALME, AMAZFIT etc. Moreover, for the consumer, audio wearables are purchased and upgraded from the lens of price and technological advancements. And hence, BOAT wanted to move beyond its product offerings in order to garner brand love and loyalty from the consumer.

On June 21,...

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