'Sony with Dhoni' – eyes 40 pc market share during cricket season

'Sony with Dhoni' – eyes 40 pc market share during cricket season

Author | Fatema Rajkotwala | Wednesday, Feb 02,2011 8:27 PM

'Sony with Dhoni' – eyes 40 pc market share during cricket season

Spearheading the ICC Cricket World Cup, ESPN Star Sports, the official broadcaster for the series, has roped in consumer electronics giant Sony India as joint ‘On-air Broadcast Sponsor’. The channel will be providing Live HD feed for the Cricket World Cup. In a press announcement, Sony India presented Mahendra Singh Dhoni as the brand ambassador for Sony Full HD TV to promote ‘The Incredible Game in Sony High Definition’ campaign.

Sony has allocated Rs 100 crore towards a multi-media campaign, including ATL and BTL activities plans, to promote its range of high definition products. The campaign will feature new brand ambassador Dhoni. This campaign would cover various media formats such as TVC, print, web, PR, shop front and outdoor to maximise visibility.

In the flat panel TV segment, Sony India currently holds a 35 per cent market share with Samsung and LG Electronics as its close competitors. In the cricket season, which includes the Indian Premier League (IPL), the brand is eyeing a 5 per cent increase in market share. While India is set to witness the game in HD for the first time, Sony is one of the joint partners to be associated with ESPN Star Sports as the ‘On-air Broadcast Sponsor’. The other two joint sponsors include Honda and Vodafone. Earlier, Sony had roped in ambassadors such as Kareena Kapoor for its ultra slim laptop range Vaio and Deepika Padukone for its Cybershot range of cameras.

Sports broadcasting in HD will be a game changer and Sony has set itself a target to sell 2.5 lakh units of Bravia HD TVs during this period. Consumers would have a choice ranging from 20 Full HD models that include Full HD 3D, Full HD LED and Full HD LCD TVs.

Elaborating on Sony India’s plans for the January to March quarter, Masaru Tamagawa, Managing Director, Sony India, said, “Sony has chosen cricket to promote High Definition as it is the most popular sport in India and makes for a perfect platform to bring HD closer to our consumers. With our wide range of Full HD Bravia TVs, consumer can enjoy a very captivating World Cup viewing experience, right in the comfort of their home.” He further said, “We have chosen Dhoni as the face of Sony Full HD TV as we feel he will create the perfect synergy with our target audience during this exciting cricket season.”

Dhoni will be promoting Sony’s high decibel ‘The Incredible Game in Sony High Definition’ campaign during World Cup. This multi-media campaign will include more than 3,000 TVC spots across 19 leading channels, print campaign across 36 top media and an outdoor campaign with more than 100 billboards across the country. Apart from extensive web promotion, a dynamic shop-front will also be an integral part of Sony’s communication campaign. As a special consumer connect initiative, Sony has announced a lucky draw promotion, wherein 100 lucky families will get a chance to meet Dhoni.

Sony India has also associated itself with Airtel through a consumer promotion. The consumer electronics major will offer free Airtel HD DTH connection on purchase of Bravia Full HD TVs. This offer will be valid in India from February 1 to April 15, 2011.

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