I’ve always found this interesting.

When you shop at a store or browse Amazon, you can find boAt headphones next to some brands that are either extremely low priced or extremely high priced. However boAt appears to be neither of those categories.

It doesn’t look cheap.

It doesn’t look overly expensive.

And that’s where the magic happens.

Let me break down why boAt feels premium even though it doesn’t cost much.

It Looks More Expensive Than It Is

When I first discovered the boAt brand, I did not pay attention to the pricing until I had seen the product’s design.

Finishes that are not shiny. Branding that is clean. Colors that are solid. Nothing flashy or tacky. It seemed like it was planned.

All of which suggests that the manufacturer put in great care into their product’s design.

Most budget brands will try to make you think they are premium by having too many colours or copy an existing brand badly.

boAt does not do this.

It makes things easy.

And simplicity, when done right, always feels premium.

The Branding Is Loud, But Not Cheap

This is where boAt excels.

There’s something fashionable about the name boAt; it’s short, easy to remember, and slightly edgy.

Then there is their tone.

“Plug Into Nirvana.”

It sounds like something you want to do, but it’s not too far away.

When I see their ads, I don’t get the sense they’re selling me a cheap item; I think they’re selling me a lifestyle that I can afford.

It’s such a thin line, but boAt balances it nicely.

Smart Use of Influencers

boAt called upon the right influencers – they didn’t go with “luxury faces.”

boAt chooses influencers like cricketers, musicians and creators, people we see on our screen every day.

So when they endorse boAt, it doesn’t feel like they are making a luxury flex, It feels like something I can relate to.

That builds trust in the brand.

Anyone who sees their endorsement will think, “If they use it, then it must be good.”

Packaging That Feels Thoughtful

This may seem like a little detail, but it actually matters.

The packaging for boAt feels complete.

More than just another box, the whole experience made me feel like I was opening something really cool.

The layout had a very clean look, all the messages were clear, and all of the contents were laid out perfectly.

I felt really good about making my purchase way before I had ever used the product.

And being totally honest, that feeling is half the battle!

Pricing That Doesn’t Undermine the Brand

This is something I’ve noticed:

While boAt pricing is more than affordable, however, it never looks like they are trying to sell you something that is cheap.

Although they do have promotions, discounts and bundles, but nothing that screams “clearance sale.”

That’s a big deal.

Once a brand has been portrayed to look extremely cheap; then they will lose their perceived value in the marketplace.

boAt is very careful to protect that idea.

It Understands Its Audience Really Well

In my opinion, this is the primary reason for their success.

boAt knows exactly who they are targeting.

Young India.
College students.
First job earners.

They aim at individuals who wish to use technology that is visually pleasing, but don’t want to spend ₹10,000.

And instead of trying to be like Apple…

It chose to be the best version of a premium that is still affordable.

You can see that clarity in everything they do.

The Brand Jam Takeaway

boAt doesn’t try to be premium.
It tries to feel premium, which is a much smarter move.

They work diligently to ensure that the overall experience of their product, as well as the look and feel of their product, will leave you feeling as if you have received greater value than what you actually spent.

That isn’t luck.

That’s how to do branding right.