India’s first-ever digital promotion based on a user-generated content-led voice mobile banner, has been launched by Forevermark for its ‘Half Carat Diamond’ campaign with the theme ‘The Better Half Within Me’. The festive season promotion was done in association with Isobar India, the digital agency from Dentsu Aegis Network.

Centred around an interactive banner across apps used by women that focus on areas pertaining to their interest, the campaign sought to engage women viewers by asking them to speak about their passion into their mobile microphones. This led them to a final frame with Forevermark's video and a customised message that can be shared via WhatsApp and Facebook.

The agency said that the promotion has now reached out to over one million women, and 22,000 of them (a rate of 2%) engaged with the communication, with 71% of this segment being open to sharing their passion points with the brand.

Two insights were key to the campaign. Firstly, there is India’s rising voice-based interactions, which are growing at a rate of 270% year-on-year, according to reports by Google and Amazon Alexa. The second was that women generally tend to keep their passions to themselves even as they continue to focus more on their family needs. Hence, the brand created the banner that gave its users a unique platform to share their hobbies and talents through an immersive experience.

Toranj Mehta, Marketing Director, Forevermark India, said, “The Forevermark Half Carat campaign is based on the insight that women, while 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.”

Speaking about the execution of the campaign, Shekhar Mhaskar, Executive Vice-President, Isobar India, 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.”

Priyanka Shah, Senior Director Mobile- Isobar India, further added, “Voice is clearly the future. As per a report by Mind Mold and Staistica, 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.”