BoAt, a lifestyle brand in India is taking on the big fight with Apple. For years, we saw semi-equal players taking on a fight: BurgerKing vs McDonalds and Coke vs Pepsi. But here comes a solid and confident underdog that is now going to play in the big league.

I love that the differentiator is not just the price point (Which is ofcourse true), but it is going against the overall brand on features – Bass, Noise Cancellation and Battery life. In the game of branding, I do salute BoAt’s courage to try, win and capture market share.

I am sure a lot of people saw this front page ad on The Times of India, but the buzz it created on social media was INSANE. Also, its a big brand statement to make when a much smaller player puts up a full page ad in one of the most prestigious print papers in the country.

For me, the Boat game is very simple: Adopt, improvise and brand. People are moving to a strong ‘Make in India’ consumer cycle and a lot of companies will benefit deeply from the surge in Patriotic consumerism in India.

An Apple lover myself, wearing my AirPods as I write this post, for the first time – I walked into a store and looked at the BoAt earphones packaging, read the details and nodded. While they have not got me as a consumer yet, they have at least got me in the consideration phase – with a subtle nod and smile.

While I might still not be a boAthead, I am certainly proud of the fantastic brands that are getting built in India. BoAt is creating a community, brand love and social identity that connects deeply with its branding.

I am optimistic that India is not just going to be a manufacturing powerhouse but also a brand powerhouse – and for that future, BoAt has certainly taken the lead on crossing those 7 seas (7 Samundaar).