Sony India has decided on its creative agency. After a closely competed pitch process that included eight agencies, the electronics major has handed over its entire creative mandate to Hakuhodo Percept. The business is pegged at over Rs 100 crore. The incumbent on the account is JWT India.
The pitch process that began in November 2011 saw agencies such as JWT, Lowe Lintas, Contract, Dentsu, Law & Kenneth, BBDO and Hakuhodo Percept participate in the pitch. And Meanwhile is the creative agency from the UK that was also competing for the business.
The pitch was for Sony’s entire product portfolio.
On awarding the account to Hakuhodo Percept, Ryusuke Fukushima, Deputy General Manager, Marketing Communication, Sony India, said, “We wanted to revisit our creative mandate and partner with a firm which demonstrated the immersive Sony experience and showcased its DNA comprising essence, promise and purpose. Hakuhodo Percept’s understanding of this industry, their skill in going beyond the brief and the ability to translate consumer insights into unique media touch points, made us choose them as our creative partner for a unified Sony approach.”
For the record, Sony India is one of the largest players in consumer electronics and IT products segment. Some of Sony India’s brands, in highly competitive categories include Bravia, Vaio, Cybershot, Handicam and Walkman.
Fukushima further said, “At Sony, we don’t simply create products; we create real experiences and emotions. Imagination is at the core of our brand, and with each and every communication of Sony, we aim to inspire and unlock the power of imagination of our audiences.”
In 2011, Sony invested upwards of Rs 150 crore in a 360-degree multi-media campaign ‘The Rebirth. LED TV’. This included ATL & BTL activities such as television and print commercials, online, PR, outdoor and shop-front. Sony also introduced its tablets Sony tablet P and Sony tablet S in the Indian market, announcing an advertising spend of Rs 10 crore for promotion of its tablets last year. The total advertising spends of Sony India in the last financial year stood at Rs 360 crore.