Having launched the "Peace Of Mind" campaign, ŠKODA INDIA, in its characteristic stroke of brilliance, now introduces an international concept of ASMR (Autonomous Sensory Meridian Response) in India, taking viewers on a soothing aural journey. Partnering with PHD India’s content arm, The Sound of Peace is creating waves in the digital ocean of ASMR videos that most global companies are tapping into.
ASMR (Autonomous Sensory Meridian Response) is a response by the human brain that triggers a calm tingling sensation that begins on the scalp and moves down the viewer's spine when the stimuli evokes certain sounds and their design.
ASMR videos are the biggest You Tube trend today, with most international companies making it an integral part of their digital content. ŠKODA INDIA presents a series of videos based on ASMR, so powerful that every viewer who engages with the film will actually feel they are at peace, sensing strongly that there is something happening around them.
When asked about how the idea came about, Satish Ramchandran, Sr. Vice President of the Digital Agency, Liquid-India, exclaims, "Like always, we have tried to push the envelope with our 'Digital First' campaigns for ŠKODA INDIA. ASMR content is digital in its essence and have shown tremendous engagement globally, we are thrilled to see how it's received by Digital India."
“In ŠKODA INDIA's case this is a natural extension of the Peace Of Mind campaign as that is precisely what ASMR does -- gentle sounds almost like a whisper that calms, soothes and relaxes the viewer, exactly the product promise of ŠKODA cars. We are extremely excited to introduce the ASMR concept” said Tarun Jha, Head of Marketing, ŠKODA India.
ŠKODA INDIA's Media Agency, PHD India, Jyoti Bansal, CEO, said “PHD Has always lived their challenger DNA with their client partners. The work for SKODA India personifies this as we create another dimension to further build the brand personality. Working out the right partnership and ensuring that the idea is brought to life in a flawless manner is very important. We are literally living true to what PHD was born with - putting our brands in the same place each time - our consumers’ minds.”
Co-founder and CEO at PowerDrift, Rohan Albal, at PowerDrift excitedly says "Four such ASMR films, never seen or heard before in the Indian Auto landscape, will be out in a short span of time. We urge everyone to hear the films with their headphones on. This is an experiment that really works and you will be amazed at what happens when your ASMR is triggered."
Tune to PowerDrift’s YouTube Channel right away to experience this ethereal sensory perception.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
13 hours ago
Sundaram will take over the new role, starting July 1
19 hours ago
No multi-agency pitch involved