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boAt announced its ambitions to begin manufacturing of audio products in India this Republic Day. To celebrate the milestone, the brand has launched its latest ad campaign Rock’In India, which appeals to the progressive mindset of India’s youth by transforming their own social platforms into a launch pad to honour unique creative talents coming from India. 

Conceptualised and executed in partnership with its creative partner Digitas India, the idea was to create a progressive narrative around boAt’s Make-in-India initiative and using their global platform to show the unique creativity that hides in our country. 

The campaign videos:

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A post shared by boAt (@boat.nirvana)

Aman Gupta

Aman Gupta, Co-Founder and CMO, boAt, said, “We are an extremely proud home-grown brand and we're all geared up to take the leap towards making audio products within India. Digitas has been our partner for some time now; we really look forward to continue doing some great campaigns with them.”

Sushant Sharma

Sushant Sharma, Brand Manager, boAt, added, “We want to become India's most conversational brand and lead the industry by becoming the ultimate cultural icon of a new India, which takes immense pride in its identity. We are sure Digitas’s vision and marketing strategy for the brand will definitely help us achieve the desired results.” 

Sonia Khurana

Emphasising on the thought process and the idea behind the initiative, Sonia Khurana, COO,  Digitas India, said, “We are extremely proud to be a part of boAt’s exciting journey. Having become the fifth largest wearable brand globally in just five years, boAt is a brand that can celebrate home-grown talent like no other. And that’s what we have done with the latest Rock’In India campaign. The campaign is proof that home-grown means no limits and is also a testimony to the great partnership between boAt and Digitas.”

Mark Mcdonald

Adding the creative standpoint behind the campaign, Mark Mcdonald, Executive Vice-President and Head of Creative, Digitas India, commented, “Being creative is embedded in boAt’s DNA and the Rock’In India campaign is a great way to celebrate home-grown creativity, talent and skill. Qualities that are in many ways a reflection of what the brand is all about. This will be an on-going effort from the brand as it seeks to spotlight and promote meaningful, progressive conversations that resonate with our TG. We couldn’t be happier to partner with boAt in its journey to become a truly iconic Indian brand.”

Digitas is boAt’s strategic and creative partner and operates like an extended team, supporting the brand to reach greater heights.


Agency: Digitas India

Creative: Shubhashree Halder, Tanya Sharma, Umang Puri.

Art: Aneesha Ghambir, Rakesh Singh, Ashish Panwar, Kshetrimayum Singh

Account Management: Simarpreet Narang, Hitaishi Chopra, Pracheta Jain