Sony gets ‘Shlomo and the Lip Factory’ to launch Sonic range of laptops

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Sony Vaio has unveiled a new range of ‘Sonic’ laptops with in-built subwoofers for which its creative agency Hakuhodo Percept has created a TVC. The film has been created for the Indian market.

In the film, Sony has used British musician Shlomo and his vocal project 'Shlomo and the Lip Factory', an all-vocal band of seven beatboxers and singers. As they perform the Maroon 5 song 'Moves like Jagger', different shots of the group are shown through the Sonic range of laptops.

On the TVC, Ryusuke Fukushima, head - marketing communication, Sony India, said, “The new television commercial for Vaio aims to highlight the in-built subwoofers of the new Vaio series. After doing our research, we realised that users mostly complain about the quality of sound in their laptops and to redress this issue, Sony announced its new Vaio series with enhanced listening experience.”

He added, “To bring out the sound proposition clearly in the TVC, we tied up with internationally acclaimed human beatboxer, Shlomo and his latest vocal project ‘Shlomo and the Lip Factory’. As part of the campaign, we will also be rolling out print and online advertisements, outdoor and shop-front enhancement and PR activities.”

The brand has also initiated what is billed as India’s first online ‘Beatboxing competition’. Contestants need to share links of their beatboxing videos on Sony’s Youtube channel to win a Vaio laptop from the Sonic series.

The film went on air on 2 July.


Client: Sony
Agency: Hakuhodo Percept
Executive director: Elvis Sequeira
Executive creative director: Shobhit Mathur and Sabuj Sengupta
Vice president: Saptarshi Sengupta
National planning director: Jayanto Bannerjee
Copy: Tripti Kakkar
Art: Niloy Som
Account director: Shubhra Tandon
Account planning: Sakshi Khanna

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Campaign India
Campaign India
15 April 2016