Sennheiser Electronic, a manufacturer of sound and audio solutions, has launched its first ever brand campaign in India with the peg of ‘The Excellence of Sound’. Conceptualised by TBWA, the campaign got underway with a print ad and now spans television online, and cinema advertising as well. The campaign highlights the importance of headphones as an essential accessory for an unparalleled sound experience.
The campaign broke in the second half of October across six Indian metros of Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Pune. On ground activation involves creating Sennheiser sound experience zones.
Bjoern Grefer, Vice-President - Marketing, Sennheiser Electronics India, explained, “The R&D department of Sennheiser observed the consumer behaviour vis-à-vis sound quality. Consumers today don’t pay attention to the sound quality. They will indulge in expensive MP3 players, but would use shipped-along earphones, which don’t facilitate good sound quality. Sennheiser lays emphasis on the relevance of quality of equipment, especially headphones, in enhancing the musical experience. Our focus remains on increasing brand awareness in the consumer electronics segment.”
Grefer further said, “Therefore, the time was right to unveil a print campaign which integrated our brand equity and communicated our proficiency. The new campaign, designed exclusively for the Indian market, aims at highlighting the relevance of quality sound and importance of headphones as a lifestyle accessory to create best music for your ears. Reviews have shown that the sound of most portable devices can be improved significantly by replacing the shipped along headphones with higher quality ones. The company is investing several crore rupees in the brand campaign for this purpose to make consumers aware of this fact.”
Speaking about the creative brief, Rajesh Kocchar, AVP, Account Management, TBWA, said, “The creative brief given by Sennheiser was to build a communiqué around world’s most advanced headphones. The campaign reflects the democratisation of music listening. Consumers are constantly on the move, and with a Sennheiser headphone they will get an enhanced musical experience. The high point of the headphones is that they are compatible with all phones, so the consumer is spoilt for choice.”