Law & Kenneth Delhi has bagged the creative account for Sony’s brands Walkman and Xplod following a multi-agency pitch. The size of the business is estimated to be upwards of Rs 15 crore. Though the names of the agencies that had taken part in the pitch process couldn’t be ascertained, sources close to the development said that JWT, McCann Erickson and David were also in the fray. Bates Enterprise is the incumbent agency for Xplod, while M&C Saatchi was handling Walkman.
Anil K Nair, Vice-president, New Business Development, Law & Kenneth, said, “Though these two brands have seen advertising in the past, but now the plan is to increase it in a more visible manner. For this we will be using apart from the traditional ATL advertising, other mediums such as initiatives for consumer connect and work on providing consumers an experience and feel of the superior quality of sound to engage them in different ways.”
Sony Walkman has been a pioneer in this segment and has now unveiled a new range of MP3 Walkmans, CD/DVD Walkmans, Tape Walkmans and Radio Walkmans. These assure that Sony products are available in different price bands to suit every pocket.
Nair further said that for the Walkman the focus would be to leverage the iconic brand name to reach its target group, that is, youth, at various touch points and add a dash of aspirational imagery.
For Sony’s car audio brand Xplod, the focus would be to drive the heritage and value of the brand, which stands for superior music quality for car owners who love music.
Sony India was established in 1995 as a 100 per cent subsidiary of Sony Corporation Japan.