Electronics brand Boat has often been accused of white labelling i.e. products built in other countries and labelled under brand’s name. BoAt was often accused of getting their goods manufactured from China and took on the ‘Rock In India’ campaign on Republic Day.
Using Humour To Address Misconceptions
BoAt uses satirical comedy to address these misconceptions strategically, bringing in comedian Ravi Gupta through comic storytelling. Ravi Gupta gives a satirical tour of BoAt’s Manufacturing facility.
The crux of this campaign is Ravi Gupta hilariously trying to prove how boAt manufacturing facility is in China. Taking an unexpected turn the video shows Indian Employees creating BoAt’s devices in Indian surroundings. Thus showcasing BoAt Identity as a proud Indian brand.
Check here to watch full video
Highlights of the Boat Campaign
This campaign highlights Boat’s achievements, such as:
- Producing over 6 crore ‘Make in India’ products and
- Generating employment for more than 15,000 Indians, directly and indirectly.
- Plus a joint venture with Dixon Technologies, BoAt now manufactures over 75% of its products in India.
The Rising White Label Allegations
This is not the first time an Indian consumer has faced white labelling allegations. Recently luggage manufacturer Mokobara faced white labelling. They responded to this allegation by introducing a provocative discount ‘WHITE LABEL’ after a consumer discovered a comparable product on a Chinese platform.
boAt’s campaign represents a narrative in the Indian technology sector with consumer tech brands becoming increasingly transparent about their processes and challenging rumours and product assumptions. They leverage data, storytelling and consumer insights to counter the White Labelling narrative going against them.
