Sennheiser unveils its #DareToDisconnect initiative in India

18 Sep,2018

By A Correspondent


Sennheiser has rehashed its marketing strategy and launched its first ever television campaign titled #DareToDisconnect for the Indian market. Urging the consumers to disconnect from the mundane and monotonous lives by losing themselves to music, the new campaign is aimed to bolster the wireless headphones category in the Indian market.


Targeted towards the new age hyper-social consumers this 360-degree campaign planned and executed by Motivator would reach out to consumer via TV, digital and social media advertisements and influencer engagement.


Commenting on the launch of the campaign, Kapil Gulati, Director Consumer Segment, Sennheiser India, said: “With over a 70-year history that has been built on the culture of innovation and a vision to shape the future of the audio industry, we at Sennheiser have always strived to give our consumers the best of audio. Taking that one step further, we are extremely excited to launch our new campaign #DareToDisconnect. We believe in understanding the needs of our consumers in the market, as every market is dynamic and requires a unique approach. The Indian consumer has always been a smart and aware one; if they do not receive value in what they invest their time and resources in, there is no coming back from there. Over the past 12 years, we have invested tremendously in the Indian market and now that it has become an evolved headphones space, we thought it is the best time to take a step further and deep dive into building meaningful connections. With the launch of our new campaign that focuses on our wireless range, we really look forward to reaching out to the millennials and hope they receive value from it.”


Added Nitin Jain, General Manager, Motivator: “We are part of a very fast paced and rapidly changing lifestyle. Thanks to the smart devices around us, staying connected has become the need of the hour. However, one needs to disconnect for a while from the mundane life reconnect with oneself and what better than Music to do this. We saw this as a perfect insight to launch Sennheiser’s first-ever campaign – #DareToDisconnect. We have integrated with Flux@TheGlitch & Foxymoron to design & deploy the campaign.”



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