With the festival season round the corner, various consumer durable companies have upped their promotion ante. In sync with its tagline ‘Like no other’, Sony India has kicked off a new campaign for its Cyber-Shot and Handycam brands. Conceptualised by Hakuhodo Percept, the multi-media campaign straddles TV, radio and outdoor media.
While Sony Cyber-Shot sports the tagline ‘Sony Cyber-Shot makes you smile’, Sony Handycam promises to ‘Make memories for life’.
While the Sony Cyber-shot is priced at Rs. 15,990, the price range of Sony Handycam starts from Rs. 14,990.
Commenting on the campaign, Ruma Gautam, Brand Associate-Marketing Communication, Sony India, said, “We have two seasons of campaigns, spring and Diwali. Diwali brings with it a mindset to buy electronic items. Therefore, this is an opportune time to roll out the ad campaign for Sony Cyber-Shot and Sony Handycam.”
Gautam added, “Priced at Rs 15,990, the Sony Cyber-Shot has this unique technology called the ‘Smile Shutter’, wherein the camera detects the smile and clicks to capture it. The TG of this product is the younger generation who are ready to buy new technology at the drop of the hat.”
Manish Masih, Senior Creative Director, Hakuhodo Percept, averred, “Sony has always been bestowed with the status of being a part and parcel of everyone’s life. It has been synonymous with celebrations of life – from birthdays to weddings. This was the creative brief that we received for conceptualising the TVC for Sony Handycam. On the other hand, Sony Cyber-Shot targets the youth and the ‘Smile shutter’ feature is the quintessence of the TVC.” The Sony Handycam range starts from Rs 14,990.
The Sony Handycam TVC uses Hindi dialogues in first person to supplement three situations. It begins with a couple learning how to manage their new-born twins with the voiceover stating ‘Choti-Choti khushiyon mein shamil hoon’ (I am part of the little joys). It then goes on to show a child wondering how to blow magic candles on his birthday cake while his sister chuckles in amusement. The voiceover says: ‘Masoom lamho ka gavah hoon’ (I am a witness to the innocent moments). The last situation shows a father marrying off his daughter and waving her teddy bear to her. The voiceover states: ‘Zindagi bhar ki yaad hoon’ (I am a memory for life). The ad ends with the voiceover stating ‘Main Handycam hoon’ (I am the Handycam). The TVC has been directed by Shantanu Bagchi of Illusion Films.
The Sony Cyber-Shot TVC shows how Gen-X is intrigued by the ‘Smile Shutter’ technology, with a youth exclaiming, ‘Hey! It clicks automatically when you smile’. The TVC has been directed by Shiven Surendranath of Big Picture Company.
Besides the TVC, Sony Handycam will be promoted through print ads and catalogues. On the other hand, Sony Cyber-Shot will use print ads, hoardings and catalogues for the campaign. This apart, cinema activities will also be carried out in over 20 cities.