In order to obtain an advantage in a highly competitive market, many firms employ innovation in their advertising strategies. The audio goods company boAt is no different. They just started running advertisements encouraging consumers to "think better" and move from Apple to boAt. It didn't take long for people to respond to images of this advertisement that were posted on social media. In fact, social media users debated this boAt advertisement. Some were amazed by their inventiveness, but others weren't so much.

The fastest-growing audio wearable business in India, "boAt," has begun a new marketing campaign aimed at the trillion-dollar tech giant Apple. The company's intention to present itself as a competitive alternative to the high-end American brand in the earwear market is indicated by the "Don't be a Fanboy" ad.

Ads for the campaign feature a proud "boAthead" member with a family of devoted "Fanboys"—possibly Apple. The advertisements promote attributes that the less than ten-year-old firm provides through humor and subtly critical remarks on the family's devotion to heritage characteristics and goods.

Social media users have been talking about the campaign and giving it more attention; professionals in the field have also weighed in on how effective it is. The ad has been interpreted, amid conflicting opinions, as a calculated attempt to include Apple, a company that primarily caters to rich Indian consumers.