The three-tier radio campaign has been co-created by Maxus and Big FM for the watch that has safety features and designed exclusively for women
BestMediaInfo Bureau | Mumbai | January 5, 2017
Maxus and Big FM have created a radio campaign for Sonata’s new watch with safety features called ‘ACT’– short for App-Enabled Coordinates Tracker — designed exclusively for women. The watch has a button placed at the 8 ‘o’clock position which when double clicked sends distress alarms to 10 designated guardians.
Keeping in line the safety features and uniqueness of the watch, Maxus and Big FM co-created the three-tiered radio campaign that was executed in 21 cities.
The very first phase of the campaign included time checks sponsored by Sonata; as time-checks have a synergistic fit with the 8‘o’clock button awareness generation. The second phase comprised conversations with some Indian women achievers like Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi and Nungshi, Deepa Malik, Sneha Mohandass and many more with RJ Richa Anirudh on a show titled ‘Manzil pe nazar’, bringing alive their stories of courage and achievement.
In the third phase, Big FM will be shifting their studios at various on-ground public locations and bringing in 12 hours of live programming from 8 pm to 8 am with an all-female crew. The activity will take place across five metros — Mumbai, Delhi, Kolkata, Bangalore and Chennai — from January 4 to January 7, 2017.
Elaborating on the campaign, Sanchayeeta Verma, Managing Partner, Maxus South Asia, South India, said, “Sonata ACT is a smart watch with a purpose, enabling women to courageously follow their dreams. Safety is a need for every woman and concerns not only her, but her family and colleagues as well. However, we also noticed a low adoption of current safety options and realised that we needed de-mystification of the technology, create a wave of collective participation from women to corporates, and build a habit of mindfulness and usage. To do this we needed a platform with relatable real-life people and generate momentum. Our effectiveness studies have shown high ROI for radio. The medium not only helps participation and engagement, but also offers significant digital platforms and multimedia amplification. We therefore worked at creating this unique and mega-scale initiative with Big FM that we believe will show great results.”
Talking about the initiative, Suparna Mitra, Chief Marketing Officer, watches and accessories, Titan Company Ltd, said, “In India, safety is a huge concern for women and their families. As Indian women are evolving and progressing to take on more challenges, we realised there is a huge market for a safety watch which will help women pursue their dreams. With Sonata ACT, we want to bring alive an element of courage and passion. Uniquely priced between Rs 2,749 and Rs 2,999, Sonata ACT cuts across all demographics. It is a breakthrough product from Sonata and our aim is to reach out to every woman and benefit as many consumers through our communication activities.”
Commenting on the partnership, Tarun Katial, CEO, Big Network, said, “We at 92.7 Big FM are thrilled about the initiative that Sonata has implemented on a large scale as part of the brand, launching a line of safety watches called ‘ACT-App-Enabled Coordinates Tracker’. There are plenty of inspiring stories about women that deserve to be told, and with Sonata ACT we are promoting their unstoppable spirit.”
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