MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has partnered with Forevermark Diamonds to launch India’s first User Generated Content led Voice Mobile Banner. The banner has been created to initiate the Forevermark ‘Half Carat Diamond’ campaign under the theme - ‘The Better Half Within Me’, a film that portrays women protagonists pursuing their dreams and passions.

As per Isobar, the campaign is based on the insight that women generally tend to keep their passions to themselves even as they continue to focus more on their family needs. Hence, through this campaign, the brand intends to give its users a unique platform to share their hobbies and talents through an immersive experience. 

For that Isobar has created an interactive banner across relevant apps used by women, which focus on areas like cooking, fitness, beauty, lifestyle, amongst others. Women are asked to engage with the banner by speaking about their passion into their mobile microphones and then led to the final frame with Forevermark’s video and a customised message containing the keyed-in passion. The results can be shared via WhatsApp and Facebook.

Isobar India executive vice president Shekhar Mhaskar said, “The innovation resonates aptly with the brand’s message of celebrating the better half within a woman. Literally and figuratively, this mobile innovation gives women a platform to [voice] their passions and have them heard. We would love to take this thought forward with Forevermark to drive a movement for women where they can make their passions come alive.”

Isobar India senior director mobile Priyanka Shah said, “Voice is clearly the future. As per a report by Mind Mold and Statistica, we will witness 200 billion voice searches per month by 2020 and there will be 1.83 billion consumers worldwide using AI voice assistants by 2021. Hence we thought of an idea that could deliver the creative message by tactically using the voice platform. The campaign idea brought forward the beautiful concept of embracing your ‘better half’, which lies within you, by prompting the user to voice out their passions. It’s a small step towards Voice revolution and the response rates have made this innovation a stronger case study for deeper future engagements.”

Forevermark India marketing director Toranj Mehta said, “The Forevermark Half Carat campaign is based on the insight that women, whilst taking care of their family, like to pursue their own passions and follow their dreams. We are encouraging women to let this half of theirs shine. This innovation fits the objective perfectly and allows women to voice out their passions. The numbers we have seen from this innovation are very encouraging and we will look at more such voice activated units in the future.”

Isobar has also revealed that of the 22,000 women engaged with the communication, 71 per cent were open to sharing their passion points with the brand. The overall campaign reach until now is more than 1 million, with an engagement rate of over 2 per cent.