Pharmaceutical firm Zydus Wellness has launched a mobile application called 'Step-o-meter' for its sugar substitute brand Sugar Free Natura.
The application will also help users to submit/share their 'calories burnt' figures with their friends through the Facebook and Twitter status update features linked with the application.
The 'Step-o-meter' widget can be downloaded for free from a microsite (Steptofitness.in). The site address will be printed on the upcoming packages of Sugar Free Natura. The application will also be made available on various applications stores such as Android Marketplace and iTunes (Apple). It will also be offered on smartphones powered by the Symbian operating system (Nokia).
The widget is conceptualised by WHO!, the digital and design arm of Rediffusion Y&R.
Speaking to afaqs!, Rachana Dharia, head, digital business, Rediffusion WHO!, says, "The application focusses on the central theme of Sugar Free Natura, which is to enable people from being just 'Fitness Thinkers' to 'Fitness Doers' through the inculcation of healthier habits like using the stairs instead of the escalator and walking whenever possible. The application is a reflection of the fact that utility creates a bigger brand recall as the user connects with the brand every day."
She adds, "The act of taking the stairs is rewarded by the knowledge of the exact number of calories burnt based on customised user data, which is also synced to their social networks. This not only acts as a great social motivator because friends are encouraged to download the widget and literally step up the competition, but also acts as a great promotion tool."
The advertising agency claims that about 5000 mobile phone users have already downloaded the application.