‘The Thump is here’ says Hrithik Roshan for his recently endorsed brand Sony Ericsson. The mobile handset major has launched a campaign for its latest product W200i and Sony makes Hrithik dance to ‘The Thump’. Saatchi & Saatchi is the creative agency and TME is the media agency.
Nandu Narasimhan, Creative director – North, Saatchi & Saatchi, and Sanjiv Dey, EVP – Branch Head, have worked on the campaign while Shormishta Mukherjee has penned the script for the film. The TVC is produced by Big Picture Company and Sabal Shekhawat is the director.
Speaking on the thought process behind the campaign’s creative, Narasimhan said, “It’s a Walkman phone at a fantastic price. Today’s youth is all about fast pace which was articulated in the idea ‘The Thump’ which speaks about how this particular technology impacts listeners as he/she feels the thump to the music.”
Elaborating on the marketing challenges, Dey said, “Sony Ericsson has been doing reasonably well in the mid and the higher end of the phone. However, the challenge that we faced was at the lower-mid end. This is the pocket that the brand was struggling to get in, which is where we realised that in the Indian context, especially for phones, where it comes to music which cuts and binds the universal mid-end and the entry level, we have a strong equity in Walkman.”
He added, “The Walkman technology that Sony had in the audio system is used in these phones. Therefore, Sony launched this lower mid-end phone, which essentially is more on the music experience. The concept led us to this new genre of music -- The Thump music.”
Speaking on Hrithik in the TVC, Narasimhan commented, “Using Hrithik was the best way to capture music on film. And we needed an icon who cuts through to this target segment. Hrithik was the perfect match.”
The TG is clearly youth. According to Dey, it’s all to do with youngsters who want to hear music in a certain manner and how they would experience the ‘Thump’ feel of music with this particular handset.
The promotional activities begin with the TVC, followed by outdoor, retail channels, web and on-ground events. In the on-ground connect, the brand has tied-up with Café Coffee Day stores. The campaign stays on-air till the end of June.
The film sees Hrithik dancing to the tunes of ‘thump’, executing the connect of music with various kinds of youngsters who too are dancing to the ‘thump’. The film concludes with the tagline, ‘Feel the Thump’.