The product we were working with was Revolutionary – Sonata ACT, a safety watch with a panic button that aimed to power Women with Courage. The goal was straight forward – Build awareness and positive brand association amongst young women. In India woman’s safety is a raging issue and the safety feature of the watch was aimed at empowering women when they are alone.
Solution
We kickstarted the Manzil Pe Nazar radio movement in 21 cities. The momentum was built over 3 weeks with inspiring stories of Courageous women, strategic time checks and insistent countdowns leading up to India’s First Ever Midnight Radio Marathon – A special 8PM to 8AM show with an all women crew from a makeshift studio setup in public spots and outdoor RJs talking to women braving the night
