MUMBAI: PointNine Lintas has conceptualised and executed a multimedia campaign for the launch of SoundLogic’s new voice assistant wireless audio range.
As the omnichannel agency of the brand, 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 for 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 started with the first-ever flash sale in the audio equipment category on Flipkart. To celebrate Mahi’s birthday, SoundLogic is giving away 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.
PointNine Lintas CEO Vikas Mehta 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 upto commerce. Mahi’s upcoming birthday 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.”
SoundLogic is amongst the first voice assistant products to work on a Bluetooth technology making it 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.
SoundLogic CEO and co-founder Sagar Gwallani added, “With this campaign we want to communicate how user-friendly SoundLogic’s voice-assisted range of audio products are. 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. Vikas explains 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.”
SoundLogic was founded in the USA in 2006 and has presence across various markets including India, UK, Europe and Australia. The brand entered the Indian market in 2011 and soon became one of the fastest growing brands in the audio and electronics industry providing consumers with innovative products at affordable prices. Introducing innovative gadgets, SoundLogic has an array of gadgets and gizmos for daily lifestyle.
