This Independence Day, boAt launches 'The Ultimate Attention Crash Course' under Rock In India

This Independence Day, boAt, India’s number one audio and wearables brand, rocks the occasion with its latest campaign, Rock in India, by humorously taking a dig at social media trolls often dismissing boAt’s Made-in-India achievements with ‘Made in China’ jibes.

Starring popular content creator Purav Jha imitating some of the wildest internet sensations, the campaign shows factory workers taking inspiration from Purav to wittily adopt social media attention tactics and give boAt’s Made-in-India story the spotlight it deserves.

Humorously schooling uninformed trolls in an age where chaotic trends shout louder than the truth, the film opens with Purav Jha posing in a boAt box dress with factory workers, remarking, “Made in India dikhna chahiye!” As the next alternate option, Purav performs the viral “Pehla Tu, Dooja Tu” hookstep, flaunting production numbers until a worker proudly shouts, “8 crore.” Switching to Speed’s frantic “Suuuu!” Squats, Purav rallies the crew to chant “boAt, boAt, boAt” to draw social media attention to the efforts behind their Make in India story and the celebration it deserves. However, the narrative concludes with a swift flip from the humorous spoof to a bold callout revealing boAt’s association with over 15,000 Indian factory workers for producing 8 crore units annually.

Addressing their recent campaign and the fast-changing social media landscape, the boAt spokesperson shares, “It’s not just about making products in India for us, it’s about doing it with the people who truly understand this market. And what better way to celebrate our India factory workers than on Independence Day, who are the heart and soul of our Make in India journey. We’ve been proudly making over 8 crore units in India since 2020. Yet, somehow, the facts get lost amid all the chaos online. But if being loud, weird, or chaotic is what it takes to get the real heroes behind the Made in India story the respect they deserve, we’re ready to go all out.”

In today’s scroll-fast, think-later age, boAt reaffirms its commitment to the true spirit of Independence Day and the ‘Make in India’ initiative - by Indians, for India. With over 8 crore units manufactured annually, 75% of its products made in India, and over 15,000 jobs generated directly and indirectly, boAt yet again proves that ‘Make in India’ is no longer just a marketing tagline - it’s the roadmap for the future.

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As boAt advances on its journey to becoming the world’s third-largest audio and wearable brand, drawing talent from diverse corners of India, it takes immense pride in its Make in India story and, most importantly, the heroes behind it all: the Indian manufacturers who made this dream a reality.