The boat has unrolled a replacement campaign promoting its Alexa built-in smartwatch, boat x tend, that shines the spotlight on Gen-Z and the way they like to extract the foremost out of each hour, every day. Aptly titled #MoreInEveryday, the campaign effectively brings out the varied intelligent features of the watch—from setting reminders to counting calories—that complement the Gen-Z way of life. Designed for a tech-savvy generation, the smartwatch may be operated with simple voice commands to Alexa, which is its standout feature.
While the breezy, upbeat campaign film offers a glimpse into the Gen-Z world, the social activation pieces bring out the voice aspect in an exceedingly fun and fascinating way. The brand roped in influencers like R J Kisna and Divija Bhasin to bring out the content creators’ POV of ‘doing more with an X tend.
They even collaborated with Filter Copy, a digital channel with several viewers to bid goodbye to all or any things made redundant when their watches enabled voice commands. To come up with more relatability among the Indian audience, the boat pushed out a series of influencer-led videos highlighting the quirks around ‘Stuff Indians ask Alexa’.
Speaking about the campaign, Siya Wadhawan, Brand Manager, boat, said, “We get this generation. We all know what makes them tick. The X tend to watch with Alexa Built-in has been designed to suit perfectly into their lifestyle, and we’re pretty sure that the campaign will resonate with them and make voice-enabled smart wearable mainstream.”
Sonia Khurana, Chief Operating Officer from Digital, added, #MoreInEveryday was a reminder for every Gen-Z, every hustler, and each doer, of all the items they will achieve with an Alexa on their wrists. It was a treat to partner with the boat to form yet one more exciting campaign.
Tina Sidana, Head of Alexa skills and voice services, Amazon India, adds, “Customers in India interact with Alexa countless times daily to kindle information, start their workout and manage their day with reminders, to-do lists, alarms, and more. With the boat, X tend smartwatch customers can interact with Alexa on the go, wherever they are, and still make the foremost of their day. We are sure this campaign will resonate with Gen-Z and that they are going to be ready to see a touch little bit of themselves within the videos.”
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