Sony India has decided to highlight its technical expertise through human driven stories for its new Sony Alpha 58 cameras.
The creative brief for Sony Alpha that was given to the agency, Hakuhodo Percept, was to convey that “There’s more to a picture”.
In keeping with this idea – bring out the real emotions behind a great picture and inspired by a true story – Hakuhodo Percept created a short film detailing the account of Priyankar Patra, a young photography enthusiast who recently bought an Alpha and his experience with renowned photographer Santosh Verma. Set in Kolkata, the film begins with Patra talking about his excitement at being able to meet Verma, a meeting facilitated by Sony. During their interaction, Verma tells Patra not to click pictures, but to “shoot stories”. After spending an entire day taking pictures together, when Patra still couldn’t fully comprehend his advice, Verma tells him to go home and shoot his mother’s hand. The film then follows Patra, who discovers how to see the world and his mother in a completely different light, through his Alpha and with Verma’s advice.
Staying true to the story, Q, the director of the ad film, hasn’t shot this like a regular ad film, but documented the events in real time. Thus, bringing out the emotions of Patra and his mother. While the TVC is the epitome of Patra’s realisation through his mother’s hands, it also leads viewers to the website, www.alphastories.com. Here they can watch the complete story as well as browse through the content comprising Patra and Verma’s detailed conversation, places they visited and pictures they shot during the course of their day.
Overall, the new Alpha campaign is born out of the insight – how a picture can make us realise what we could never see with the naked eye. And with its personal and emotional touch, the film seeks to make its viewers see the world slightly differently.
Agency: Hakuhodo Percept
Team: Sabuj Sen Gupta (Executive Creative Director), Saptarshi Sengupta (Vice President), Tripti Kakkar (Creative - Copy Group Head), Niloy Som (Associate Creative Director), Rajesh Pillai (Account Director)
Director: Q (Qaushiq Mukherjee)