Fire Boltt’s ‘wearable watch’ ad draws fuss on social media


Fire Boltt‘s latest ad that declares itself as India’s #1 wearable watch brand is drawing criticism on social media. The ad features one of the most popular and praised cricketers of the age, Virat Kohli as its brand ambassador and displayed some unrealistic health parameters. The print ad copy, which is also on the company’s outdoor ad drew a lot of criticism for displaying a heart rate of 800 beats per minute. 

The ad showed that the wearer had burned two thousand calories which is about 160 minutes (about two and a half hours) of running, and walked 20,000 steps. But the most unbelievable part was when the ad showed the heart rate to beat at eight hundred beats per minute. In this context, an average human’s heart rate is between 60 and 100 beats per minute.  

Apart from the statistics on the watch criticized for its inappropriate parameters, viewers also pointed out a phrase that said ‘wearable watch brand’ is intrinsically flawed because technically, every watch is a wearable watch, irrespective of whether it is an analog or a digital one.  

According to a press release, as per IDC, Fire-Boltt has recently become the number 1 smartwatch player in India in Q1 2022 as the brand grasped a market share of 24.6% in the wearables watch category, up significantly from 2.9% in Q1 2021. Fire-Boltt has accomplished this formidable and challenging spot within 15 months in the market, and today, it has the biggest name in the wearable watches category. After etching a niche for itself in the wearable watch category, the brand is now expanding its way of success and foraying into the audio category.  

On Fire-Boltt’s official website, some statistics and reports declare itself as the fastest growing wearable brand globally and APAC‘s top four watch brand. Fire Boltt’s range of products includes electrical appliances like smartwatches and earphones.  

Fire-Boltt had begun its operations in the year 2015, the brand is currently across e-commerce platforms that include Amazon, Flipkart, Myntra, Tata CLiQ, Nykaa, and Paytm. It also has an offline company in more than 750 cities through modern trade outlets. 

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