Sony India has initiated a media pitch process on completion of its contract with Initiative, which has handled its consumer electronics business in India for over six years now.
While Sony India has observed this periodic review for years now, this year the pitch process is said to be different since it would factor in the restructuring Sony had undertaken globally under the umbrella of ‘One Sony’. As is known Sony had also recently assumed control of its mobile phone manufacturing business Sony Ericsson and rechristened it to be Sony Mobile.
Sony India officials were not available for comments on the development but sources familiar with the situation explained that all divisions will be part of the review as Sony looks to leverage the advantages of consolidating its media business across all its brands.
For the record, Sony Mobile in India is handled by the Omnicom Media Group.
Apart from Sony Mobile, the key Sony brands include Sony Bravia, Sony Vaio, the handy-camera and digital camera ranges amongst others – all of these are being managed by Initiative.