PointNine Lintas has conceptualised and executed a multimedia campaign for the launch of SoundLogic’s new voice assistant wireless audio range. PointNine Lintas designed the entire campaign leveraging SoundLogic’s partner-evangelist, Mahendra Singh Dhoni. The new campaign, #JusBol, emphasises how easily you can manage all your chores with just voice commands.
As the voice assistant-enabled audio segment is still nascent, one of the prime objectives of the agency was to build awareness about the category and highlight the product’s utility. To achieve this goal, PointNine Lintas built a digital-first omni-channel strategy.
The campaign kicked-off with the first-ever flash sale in the audio equipment category on Flipkart on July 7. To celebrate Dhoni’s birthday, SoundLogic gave a personalised gift from him along with the product during the flash sale. The agency has created a go-to-market plan that will unveil over the next few weeks. The mix includes films, video content, social media conversations, retail merchandise, e-commerce partnership and PR.
Vikas Mehta
Vikas Mehta, CEO of PointNine Lintas, said, “We are delighted to help SoundLogic create its first major marketing campaign in India. It’s a singular campaign that maps the entire user journey from awareness right up to commerce. Mahi’s birthday on July 7 presented a great topical opportunity for us to offer something exciting to his fans and a limited edition range was born. Flipkart has been an invaluable partner in agreeing to do a first-ever flash sale for our products, giving us a great platform for the brand to make a debut.”
Speaking on his association with the brand, Dhoni said, “When I heard about the campaign, I immediately related to the idea of an audio product that helps you navigate your daily life. #JusBol is truly the new lifestyle we need to adapt to where you can just give voice commands to get your work done. SoundLogic’s devices are one-of-a-kind. So I request you all to #JusBol.”
SoundLogic is among the first voice assistant products to work on a Bluetooth technology making them platform and OS agnostic. Coupled with an attractive price point of Rs 1,299 onwards, it allows a much larger group of Indian audiences to have the first taste of smart audio devices.
Sagar Gwallani, CEO & Co-founder of SoundLogic, said, “SoundLogic strives to be at the forefront of innovative technology at accessible price points. With this campaign, we want to communicate how user-friendly are SoundLogic’s voice-assisted range of audio products. As the campaign is all about giving commands to the voice assistant, there cannot be any better choice than Captain Cool, who is known for his leadership qualities on and off the field.”
The campaign revolves around the idea #JusBol. Mehta explained the idea further, “Most of our audience is not yet familiar with the concept of voice assistants. We needed to simplify the proposition down to something they can easily relate to and yet be compelling enough for them to try out. People are used to speakers playing sound (a speaker, speaks!); but here is a range of audio products that also listen. With this range, your speaker just got smart enough to be your assistant. Your voice is its command. All you need to do, is just say it.”
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