Consumer electronics brand Boult has officially rebranded itself as GOBOULT, unveiling a sharper identity as it seeks to strengthen its presence in India’s fast-growing wearables and audio accessories market. But in a move that departs from convention, the company has opened up the hunt for its new tagline to the public, promising a Rs 25,000 cash prize to the winner.
A community-first approach to branding
Announcing the contest on LinkedIn on Tuesday, Varun Gupta, Co-Founder of GOBOULT, said the chosen line would become the company’s official brand tagline. “Comment on this post to win Rs 25,000. Yes, straight cash. No coupons, no gift hampers,” he wrote, underlining that the reward would be a direct cash transfer rather than brand freebies.
Gupta added that the decision to crowdsource reflects GOBOULT’s philosophy of co-creation with its users. “We just rebranded from Boult to GOBOULT—a sharper name, a bolder identity, and a bigger ambition. But there’s one thing still open: our next tagline. Instead of locking ourselves in a room with agencies, I’d rather ask the people we build for every single day—you,” he said.
The contest is designed not only to tap into customer creativity but also to foster a deeper sense of connection with the community, turning them into active participants in shaping the brand’s voice.
Part crowdsourcing, part marketing play
The initiative also points to a broader trend where companies are drawing consumers into core branding decisions, moving beyond using engagement merely for campaigns or promotions. By inviting users to co-create a tagline, GOBOULT is effectively combining market research, creative brainstorming, and brand marketing in one exercise.
For the company, the timing is strategic. GOBOULT is targeting Rs 1,000 crore in revenue this year and has said that the rebrand marks a step towards building a premium positioning in a crowded segment dominated by homegrown as well as global players.