An electronic module in a fishing lure in the water is activated to broadcast a pre-recorded actual or simulated sound of a bait creature and or create lifelike bait creature motion. A switch in the module activates a sound chip and a micro speaker, a water sensing automatic on-off switch turns the power on and off, and the battery is charged by an external charging coil. An alternate embodiment automatically activates the fishing lure device to replicate bait animals in size, shape, movement and sound.