boAt, a consumer electronics brand, has once again partnered with the Indian Premier League (IPL) for the fifth consecutive year. The brand has been promoting its audio products through partnerships with IPL teams and since 2020, it has been the official audio sponsor for six teams. However, this year, boAt has changed its sponsorship strategy to promote wearable products. For IPL 2023, boAt is the official audio and wearable partner for RCB and Gujarat Titans, and it continues to be KKR’s audio partner.
In a recent interview with afaqs!, Aman Gupta, co-founder and CMO of boAt, shared the marketing initiatives the brand has taken for the 16th IPL season. In addition to partnerships with various IPL teams, in-stadia branding has been a significant focus for boAt this year. One of the activations involves an augmented reality (AR) filter showcasing boAt’s smartwatches and association with RCB. The filter has received over a lakh hits and has appealed to RCB fans.
boAt’s campaign this year aims to bring the “Wear Your Smart” narrative to life and highlight the brand’s passion for cricket. The brand has partnered with StanceBeam, a sports technology startup, to launch StanceOS, an advanced smart sensors and sports motion sensing AI technology in its smartwatches. The brand is also using Amplify.ai by Triller Inc. to launch a conversational AI campaign, where brand ambassador and cricketer Hardik Pandya assists consumers in purchasing a smartwatch.
To enhance the customer experience, boAt is committed to harnessing the power of conversational AI and providing a seamless and intuitive process for customers to explore, evaluate, and select their ideal smartwatch from the vast range of options available. Lastly, boAt has shot bite-sized, Instagram-worthy digital content with Pandya and his RCB team, and is releasing limited drops of memorabilia for GT fans only.