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Sony goes overboard with Cyber-shot zoom

24-May-2012
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Sony goes overboard with Cyber-shot zoom

Sony has released its latest ad for Cyber-shot H Series in a crowded and competitive Indian digital camera market. The TVC, which features brand ambassador Deepika Padukone, highlights the camera’s zoom feature.


 

The brief and execution
The brief is based on the consumer insight that users do not want to compromise on the quality of pictures while taking extreme close-up shots. Thus, the creative thought process arrived at the line – ‘Now get not only zoom, but great details too’.

The TVC revolves around this thought and shows Padukone using the zoom feature of the Cyber-shot H Series camera in different settings amid a carnival-like atmosphere. The TVC ends with the tagline: ‘Incredible zoom. Incredible details’.

Elvis Sequeria, Executive Director, Hakuhodo Percept, the agency handling the Sony Cyber-shot creative duties, shared that in translating the brief to creative, the agency used the insight that people were disappointed with using the zoom feature, which often results in deteriorating picture quality.

“Using Padukone in the commercial has had a positive rub-off and brought sophistication and glamour to the brand, besides increasing viewer engagement,” he said

Sequeira further said, “The communication is done in a simple and approachable manner; one which retains the Sony Cyber-shot image of being sophisticated and high-tech in the realm of style.”

Television, print, outdoor and digital form a part of an integrated pan-India media plan for promoting the Sony Cyber-shot H Series.

Divya Rao, Senior Manager, Marketing Communications, Sony India, revealed that ad spends for this campaign was around Rs 50 crore. She claimed that today the brand was a clear market leader with 42 per cent market share.

Expert comments
Industry reaction to the TVC is that the product feature of zoom is a tad ‘over-highlighted’.

According to Rupam Borah, Founder and Chief Creative Officer, Virus, the ad took the brief of highlighting the ‘zoom’ feature too seriously. “The ad seems to be a song and dance sequence from a music video special, which hardly has any recall value. Had the TVC ‘superzoomed’ into moments in people’s lives or particular situations, the idea would have come alive,” he maintained.

For Chetan Sharma, Creative Director, What the Hell?, the TVC was a “nicely shot extravaganza”. He observed, “The product’s USP – zoom – is covered, but in the portions where one sees Deepika taking a shot of herself, the context looks layered and far-fetched.” There was not much in there, Sharma said, while referring to the creative idea.

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