Product Ads Teardowns ft. 🎧BoAt & INDmoney 📈
👋 Hi, I’m Harkirat Singh. I write Inside Startup, a newsletter to help Startup founders and Product growth managers to accelerate their product growth through GTM strategy, growth and marketing experiments.
📥 Don’t miss out on interesting product & growth teardowns in your inbox every Monday and Friday - just enter your email here to sign up:
Hey Folks,
I’m back with another Product Ad teardown. This time I choose BoAt and INDmoney for the teardown.
Without further ado, Let’s get straight into it!
1. 🎧 BoAt: I Am A Rebel Musical Ad
Let’s first understand Boat's brand personality.
Before 2014, earphones and headphones were sold in the market as Electronic products.
The design elements didn’t really matter while purchasing such products.
The majority of consumers were habituated to using earphones that come packaged with smartphones and hardly pay premium prices for them.
But everything changed once Boat entered the market.
Instead of going the traditional way,
Boat positioned itself as a lifestyle brand 😮 that sells fashionable electronics products, at an affordable price.
And that “lifestyle” element can be clearly seen in this music video.
The ad objective was to promote Airdopes and earphones called ‘TRebel’ , which was launched on the occasion of women's day.
The video features popular Indo-American rapper Raja Kumari, actress Kiara Advani, fitness model Bani J and other prominent women personalities.
Yes indeed, It was a smart move to feature all these celebrities! Here’s why 👇
The video was primarily targeted toward millennial young women a.k.a “Women of today” who don’t want to live by conventional expectations.
And All these celebrities are considered to be outliers in their field, with a huge young fanbase.
For example, Raja Kumari is often known for infusing Indian classical rhythms in her rap songs, Inventing her own music category. 🤟
But, why did Boat decide to create a musical video ad? 🤔
I think music allows the brand to approach its TG in a less commercial and more engaging way.
It’s like becoming a part of your consumers’ lives.
People could listen to this music ad during work, running, driving or shopping, which eventually improves the consumer experience.
(+ It's also obvious for a brand that improves the quality of music we listen to run such kinds of campaigns)
Secondly, By placing Boat products within a music video, the brand ensures that the video will still be seen 2-to 3 after it launches and give good returns.
Because Music never gets old.😀
And not to forget that humans watch the music video till the end without skipping it.
At last,
The core message revolves around women's empowerment and gender equality and shows the progressive nature of women who set the rules and break them too if needed.
(Just listen to the lyrics patiently and you'll get the message right)
Kudos to @UMusicIndia and their creative team for conceptualizing and executing this video ad👍
2. 📈INDmoney: Invest in US Stocks Ad ft. Raj Shamani
Do you know how many US-brand products we use daily?
Right from gadgets to clothing to food…US-based products have been occupying the majority of spaces in our lives.
So, It makes sense for us to invest in them. Right?
Still, we resist! Why? 👇
We don't know anyone investing in US stocks.
We think it's a complicated process.
And the prominent reason for every Indian is “Ah! US stocks are too expensive”
Within just the first 10-15 seconds, The ad did a great job of handling the above objections.
Here's how...
...First, it builds trust with the viewer by saying,
“There are millions of people investing in the US stock market sitting in India” a.k.a Social proof or “me too” effect.
Then it tells that you can own a piece of US stock for just Rs 2000.
Hence, Viewers' attention is caught 👀
I think INDmoney ran this ad primarily for young investors (~ 22-28 age) from Tier-1 cities already investing in the Indian stock market.
By the end of the ad, the core message is pretty clear for their target group...
..."If you can’t buy a whole pizza. So what do you do? You just buy a slice, right?
Similarly, if you can’t buy a US share, you can just own a fraction of it, using the INDmoney app"
Then it encourages viewers to create a free US stock account on the app and earn US stocks.
Featuring Raj Shamani in this ad was a smart move. Here’s why 👇
Raj often shares advice with teenagers on saving money & investment
He creates content for the same audience INDmoney is catering to.
He is a confident speaker in front of the camera 📷
Lessons Learned 🤔
These are my most important takeaway from this campaign:
Pick an Influencer that understands the Ins-out of your brand's target group.
Nail the first 8-10 seconds of your ad by answering WIIFM i.e “What’s in it for me?” for the Viewer. If you fail to grab your audience's attention with the right tone, they going to “skip” your ad.
Identify the 2 to 3 core pain points of users and include them in your ad before revealing the solution.
Your advertisement is nothing without a strong call to action(CTA). A good CTA should evoke an emotional response using strong action words.
Focus on benefits over features. If you noticed, the INDmoney ad never wasted a second talking about features, instead, they shared benefits like “Zero brokerage”, “Invest in fractional share” etc.
That’s all from today!
Before you leave, How did you find this ad teardown? Comment below 👇
p.s If you like what you read, please share this post within your company Slack or Whatsapp groups. It means a lot to me :)