Given the dynamic nature of audiences and viewers, marketers and business stakeholders are on a quest to find 'the right strategy'.

"The pace of change is drastic. The old approaches and strategies are not going to die. From everybody being on Facebook to nobody being on Facebook, the marketing world changes every day," Aman Gupta, Co-founder and CMO, boAt laments.

In the current digital-first times, speaking about the big level shift in marketing from traditional to a metaverse, boAt’s Aman Gupta says, "In the initial days, we invested heavily in advertising rather than building lavish offices or hiring across the roles." The brand is currently spending 90 per cent of its advertising budget on digital. 

"If meta marketing is the way forward, I would not want to die," he adds.

"Metaverse is more to do with customer engagement. I have believed in performance marketing, but this is going into brand marketing rather than performance marketing," shares Gupta.

He candidly also mentions that experimenting in Meta is not boAt's focus at the moment. But they are going to spend around INR 25 lakh, which is the least of the marketing budget.