Sony launched its new marketing campaign around the launch of its Xperia smartphone, M4Aqua today. The campaign focuses on Sony creating awareness around mobile related hygiene thereby encouraging consumers to lead a healthy lifestyle.

In an attempt to create public awareness on the issue, Sony India has launched a microsite called dirtyphones.org where consumers can get information on recent studies by relevant organizations reflecting some interesting trivia on mobile hygiene. The microsite is an interactive platform for consumers where they can read about the issue and also take the Germ-O-Meter test to find dirt level on their phone. Through this endeavor, Sony highlights the concern of phones getting dirty when in use during our daily lives and the need to keep them clean and disinfected. 

The microsite also highlights the key features of the new phone, M4Aqua, and shares instructions on how one can clean the phone by taking advantage of its waterproof feature. With the M4Aqua being the first of its kind waterproof phone in the mid-range segment, it becomes easy and affordable for the consumer to keep his/her phone clean, as and when required.  

Commenting on the campaign, Ryusuke Fukushima, Deputy General Manager Marketing Communications, Sony India said, “This campaign is a small step from our end to educate users about mobile related hygiene. We hope to convey our message to as many people as possible and encourage consumers to lead a healthy lifestyle.” 

The campaign, dirtphones.org started on 12th June, 2015.