Sony India has been on an overdrive this festive season, earmarking a festival marketing budget of Rs 150 crore. The consumer electronics major released two TVCs for its Bravia TV range and Cyber-Shot cameras for the festive season. The focus has been more on the print and electronic mediums, followed by OOH and digital media.
In keeping with its tagline: ‘More Bright. More Vivid. More Joy’, the Sony Bravia ad seeks to show Indians’ preference for brighter displays and sharper contrasts in their televisions. Based on customer feedback, Sony has developed new picture settings that allows TV viewers greater flexibility. The TVC shows a small boy capturing the moon in a jar, which brings more brightness and vividness to the festivities. The ad has been conceptualised by Hakuhodo Percept and produced by Fleet Entertainment.
Along with the festive season come several moments that can be captured for eternity through cameras. While mobile phones today come equipped with fairly good quality cameras, Sony gives an extra push to its Cyber-Shot cameras to highlight their high zoom feature. The ad uses a series of peppy, split screen images and close ups of the camera being used by various people.
Commenting on the Bravia ad, Ryusuke Fukushima, Head, Marketing Communications, Sony India, said, “The script left an impression on me and we were ready to go with it, the key points being brightness and vividness, in the backdrop of zest and celebration of the Indian festive season.”
Speaking on the thought process behind the campaign, Sabuj Sen Gupta, Executive Creative Director, Hakuhodo Percept, shared, “It’s very important that you have an interesting inspiration while showing brightness. We wanted to do something that interpreted brightness and vividness, and thought how we could make it magical and mystical. We then zeroed in on this idea.”
“When I first read the script, I felt an emotional connect with the journey. I wanted to make sure that the intimacy of the story comes through and does not get lost in the grand scheme of things. The storytelling is in a very simplistic human emotional zone. Bravia commercials have already set the bar quite high, so my intention was to show India like never before. This commercial is just serendipitous and the little boy is an angel,” said Albert Kodagolian, the director of the TVC.
Avinash Nahar, Creative Head, Ad Bureau Advertising, remarked, “While ads today are becoming more and more theme/ entertainment oriented, with the attempt to weave in the product message within a delicately portrayed storyline, one should not forget that sometimes people tend to lose track of the real product or message in a lengthy advertisement. Moreover, the storyline and the product at the end of it all have to tie-in together at some level on logical grounds. Without this, today’s audiences tend to shrug off the most tastefully presented commercials.”
Commenting on the Bravia TVC, Nahar said that it evokes fond inquisitiveness, similar to that of a child’s innocent curiosity about everything new, but it tends to lose the viewers interest due to its length. He further said, “The connection between the moon and the TV tends to pale in comparison to a similar advertisement, where a chewing gum was used to light up the night. Shinning white teeth lighting up the night due to the consumption of a new chewing gum made the gum most desirable. As a creative director, one should always try to make the product desirable. I found this factor missing in the commercial. In my rating this TVC would get 3 on 5.”
Akshaye Madhok, Partner - Social, O&M, felt that the moon video attempts to capture the product feature in a different context, where the moon becomes the object. “It is clever. However, the direction of the child could have been better,” he added.
Speaking on the Cyber-Shot TVC, Nahar said, “All ads need to have three concepts very clear – clarity of message, attention hooks and action triggers (what action does the commercial evoke from the customer). The Cyber-Shot commercial seemed wonderful in capturing one’s attention with its vivid colour display and peppy youthful theme, but it kind of failed to emphasise the core message – its exceptional zoom capability and clarity of image. Full credit for highlighting the compactness of the camera and identifying the target audience, and for that, the commercial clearly stands at a good 3.5 if not higher.”
Madhok feels that the Cyber-Shot ad is something that the youth will relate with. He finds the execution to be candid and fun.