Commented Elvis Sequeira, vice president and executive creative director, JWT India, "We were to use the Sony platform of 'technology that's fashionable' to demonstrate the breakthrough portability and slimmness of the new VAIO X."
He adds, "The concept of 'the new size zero' was arrived upon because it emanated from the 'fashion space' that the brand occupies and perfectly captures the product's key features of slimness and lightness in a cool non-tech manner. Choosing Kareena Kapoor to bring the message alive allowed us to create the 'buzz' that this fantastic new product needed.
Watch the TVC here:
Speaking about how Kapoor lends herself to the brand, Abhinav Kaushik, client services director said, "Even though the 'size zero' idea was arrived at before deciding on Kareena, she proved to be the most relevant connect in the case of VAIO, not only because she was the first person to bring the phrase into popular consciousness, but also because she is a perfect youth-icon who embodies fashion and style in everything that she does.
Her own imagery, personality and character resonates strongly with the brand and the current VAIO X proposition. This is beautiful example of a brand-celeb integration where there's complete sync and synergy."
"The product is directed towards Young ‘with-it’ adults - from young college-goers to executives - who are extremely fashion-conscious and like to sport the latest and the most avant-garde stuff in apparel, accessories and gizmos. This consumer is not a technology-maniac jetting out from the core of technology, but still wants to own and flaunt the latest," Sequeira said, sharing the consumer insight from which the campaign stems from.
Client: Sony India
Creative agency: JWT India
Executive creative director: Elvis Sequeira
Creative director: Sabuj Sengupta
Art director: Chandan Singh
Client services team: Maneesh Rangra, Abhinav Kaushik, Kamaldeep Singh
Production house: Goodmorning Films
Director: Bob (Shashanka Chaturvedi)
Music director : Ram Sampat (The Mint)
Media agency: Lintas Media Group
Post-production studio: Famous
Media used: TV, print, outdoor, web, in-shop, in-flight