For let's be brutally honest, while the ad has undoubtedly got Boat attention, was the brand short of attention? I mean, the "2nd largest wearable company globally" would hardly attain that position without getting attention, right? The brand has Ranveer Singh as a brand ambassador and an investor and has tied up with the likes of Daljeet Dosanjh and Hardik Pandya, and has run very high profile ad and marketing campaigns. No matter what the positioning, Boat is no tiny outfit taking on a giant. It is actually a pretty huge company itself - the "2nd largest wearable company globally" as it itself points out. So yes, attention has been grabbed, but the problem is that it was never missing!