Sony India is all geared for the festive season with a marketing blitz for its premium brands – Bravia range of LCD TVs and Vaio Z range of laptops. While the Bravia campaign has been on air for some time now, Sony has recently rolled out its multimedia campaign for Viao, which has been conceptualised by JWT.
Commenting on the campaign, Cyril Mani, Head, Marketing Communication, Sony India, said, “The main objective of the campaign is to create awareness of the new technology that Sony Vaio and Sony Bravia possess. While Bravia epitomises better picture and sharper detail, Vaio evolves the new size of performance.” Sony Bravia focuses on ‘More pixels, great detail’, while Vaio’s peg is ‘Break the Code’.
Maneesh Rangra, Vice-President and Client Services Director, JWT, said, “The creative brief we got from Sony for the TV series was to highlight that the product is potent with more pixels, which will facilitate better picture and sharper detail. The film shows the pixels in a ‘humanised’ form, which makes it easier for the consumer to relate to the message of the film. The basic crux of the TVC is to understand the origin of a great picture. A picture is made of millions of pixels and the TVC is a visual depiction of the same.”
Rangra further said, “The starting point of the Vaio TVC is to break the monotony of becoming another brick in the wall, the reason being – the laptop world is bound by the same code (big black boxes), and by using it, people get bound too. They become boxed in their approach, rigid and formal and boringly conforming. Vaio Z ‘breaks the code’ in terms of size and the user breaks the code by using a Vaio.”
The Sony Vaio TVC kicks off with a shot of a departure lounge of a metro rail station where business suit-clad executives are commuting. Most of them are carrying laptops. One gentleman seated in the lounge area is struggling with his small e-PC and has to even use a magnifying glass to peer at the tiny keypad. Suddenly, his face morphs into a mannequin-like rigidity, with only his eyes moving. A woman struggling with a heavy laptop also follows suit. This phenomenon then turns viral with everyone at the station transforming into plastic-faced people.
Enter a man holding a Sony Vaio Z laptop, who sits besides the magnifying glass-using man. As soon as he presses the green start button on his Viao, the whole screen is filled with a green light, which also transforms the obsolete machines around and transforms them into Viao Z laptops. The people too revert to their ‘human’ form with this. The TVC ends with the tagline: ‘Break the Code’.
The Sony Bravia TVC, which has been on air for quite some time, features four Kathakali dancers. Suddenly one of them disintegrates into millions of coloured pixel cubes, which lead the other three on a wild goose chase all over town to finally get onto a blank Bravia LCD TVC screen. The TVC ends with the Kathakali dancer winking at his friends from the screen, reiterating the two million pixels in the Bravia LCD TV, and ends with the ragline: ‘More pixels, Great Detail’.
The Bravia W series priced between Rs 64,990 and Rs 299,900, whereas the Sony Vaio Z series is priced between Rs 99,990 and Rs 124,900.
The Bravia campaign is enjoying national coverage on all channels, besides across 134 theatres in more than 35 towns. The TVC is also running in in-flight entertainment media aboard Kingfisher Airlines flights.