Starting the year on a high note, Maxus partnered with Big FM to co-create and conceptualize a powerful radio campaign for Sonata’s newly launched safety watch ACT (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 out distress alarms to 10 designated guardians. In line with the unique safety features of the watch, an equally unique and innovative three-tier advertising campaign using radio as the medium was executed in 21 cities.
The first phase included time checks sponsored by Sonata; the firm believes time checks resonate well with the 8 o’clock button awareness generation. The second phase saw RJ Richa Anirudh in conversation with some great Indian women achievers such as Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi and Nungshi, Deepa Malik, Sneha Mohandass and others on a show titled ‘Manzil Pe Nazar’. The show brought alive their stories of courage and achievement. In the third phase, Big FM will take its studios outdoors to public locations for a 12-hour (8 pm-8 am) live programming on the ground, with an all-woman crew. This first-of-its-kind campaign leg will take place across five metros: Mumbai, Delhi, Kolkata, Bangalore, and Chennai, from January 4-7.
“Sonata ACT is a smart watch with a purpose: to enable women with courage to follow their dreams. Women’s safety is a matter of grave concern today, and we saw the need to de-mystify technology to help them feel more secure. There was a need to create a wave of collective participation at every level, from the women to corporate to build a habit of mindfulness and usage. To do this, we needed a platform with relatable real-life people that could lend momentum to our drive. Our effectiveness studies have shown high ROI for radio. The medium not only aids participation and engagement, but also offers significant digital platforms and multimedia amplification. Therefore, it was the ideal choice. So, we worked together at creating this unique, mega-scale initiative with Big FM that we believe will show great results,” said Sanchayeeta Verma, Managing Partner, Maxus South Asia, South India, elaborating the campaign.
Talking about the initiative, Suparna Mitra, Chief Marketing Officer, Watches and Accessories, Titan Company, said, “We saw the huge market for a safety watch in the present scenario as the Indian woman evolves and progresses to take on more challenges. Sonata ACT hopes to make them feel empowered and safe and allow them to chase their dreams with courage and passion. Uniquely priced between Rs 2,749 and Rs 2,999, Sonata ACT cuts across 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 this initiative launched by Sonata on such a large scale, as part of the brand launching its line of safety watches—ACT-App-Enabled Coordinates Tracker. There are plenty of inspiring stories about women out there that deserve to be told, and with Sonata ACT, we hope to promote their indomitable spirit.”