Sonata has launched a new watch with safety features for women that it calls ‘ACT’ or “App Enabled Coordinates Tracker’. This watch has a special button beside the 8 o’clock marker, which when double-pressed sends an alarm to 10 assigned persons. The brand launch the campaign through promotions with Big FM across cities.
This campaign was launched across Big FM in 21 cities of the country. It started with Sonata time checks as it was in sync with the ‘8 o’clock button’ awareness. This was followed by conversations with prominent women like Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi and Nungshi, Deepa Malik, Sneha Mohandass and many more with RJ Richa Anirudh on the show ‘Manzil pe nazar’. This was meant to instill confidence and courage among women.
The last phase included Big FM Studio Shifts to many on-ground public locations. It was a live program with an all-female team from 8 pm to 8 am. This activity was done across five metros — Mumbai, Delhi, Kolkata, Bangalore and Chennai.
The brand chose radio for their campaign as their effectiveness studies had shown a high ROI. It helped connect to women by being able to get them to relate to real-life people they looked up to. Radio is a platform that provided both participation and engagement.
You can do similar campaigns on Radio here