JWT Delhi has been assigned the creative duties for Sony Walkman. There was no incumbent agency on the account. Though the account size couldn’t be ascertained at time of filing the report, the account size is believed to be substantial. A campaign has been executed under the guidance of Elvis Sequeria, Creative Director, JWT.
Takakiyo Fujita, General Manager - Marketing, Sony India, explained, “The basic message behind the TVC is to showcase the product as a cool, hip and trendy product that is synonymous with youth, music, energy and fun. Also, the key idea is to showcase the ease of using a wire-free product. The creative agency was given the same brief.”
The commercial opens with two boys facing each other and swiftly rolling off into an exciting trajectory of dance movements while listening to their own tracks on the new Sony W Series Walkman MP3 player. The video lucidly translates the core idea to showcase a ‘wireless’ experiences as the two dancers keep dancing in their freestyle moves.
Rohit Ohri, Managing Partner, JWT Delhi, said, “The aim is to reclaim Walkman’s iconic status. The ‘no-wires’ product design is really cool and trendy. Unwired is the basic message of the ad. We used Bee Bop dancing to bring alive this benefit. The ad features two of the world’s best Bee Bop dancers.”
“The ad is already on air. We have lined up a 360-degree communication plan for Walkman,” Ohri added.