Sony India has some aggressive plans to promote its premium Bravia LCD television range, which comprises the W, V and S series. The new range includes several full high definition models (40 inches and above) introduced for the first time in these series. The company is supporting this launch with a 360-degree advertising campaign and has allocated Rs 60 crore for it.
Sony India is eyeing a massive jump in its market share with this promotion push – from 25 per cent market share in 2007 to a 70 per cent share in 2008.
Masaru Tamagawa, Managing Director, Sony India, said, “Recent trends in the world call for screens with a more extensive colour gamut for true representation of images on screen. Bravia’s wide colour gamut LCD screens expand the range of displayable colours while setting new benchmarks for image quality, usability, and performance.”
He added, “We are launching 360-degree advertising for Sony Bravia with JWT as our advertising agency. The idea behind the TVC is to use 2 million pixels coming together because we really want to communicate the ‘High Definition’ concept so that consumers can easily relate to it. We are launching this TVC across all entertainment and news channels this week. The print ads will break in newspapers. We will also use outdoor hoardings in major metros as a medium of advertising. Other BTL activities include in-shop displays, road shows, etc.”
Rohit Ohri, Managing Partner, JWT Delhi, said, “The Sony Bravia commercial seeks to demonstrate the superiority of the Bravia experience. The millions of Bravia pixels come alive and come together to bring India its best television viewing experience.”
Tamagawa further said, “We are targeting to attain the No. 1 position in the market by 2009 by increasing our market share. We are targeting to grow our unit sales to one million in 2008.”
Sony is also planning to launch a new range of laptops and MP3 Walkmans in September.