Campaign India Team
Nov 19, 2008

Sony taps Indian epic feel to unveil new Sony Bravia

Bates 141 has unveiled a TVC for Sony Bravia, agency's first since it bagged Sony's television and Home AV account in June. The regional campaign that premiered in the Philippines recently, shall be rolled out in other Asian markets, Middle East and Africa soon.

Sony taps Indian epic feel to unveil new Sony Bravia

Bates 141 has unveiled a TVC for Sony Bravia, agency's first since it bagged Sony's television and Home AV account in June. The regional campaign that premiered in the Philippines recently, shall be rolled out in other Asian markets, Middle East and Africa soon.
Shot in India, Sony's latest TVC, titled Domino City, emphasises the scale of brand Sony and promotes the new Sony Bravia range. "The creative brief to Bates for the Bravia TVC is to communicate the Bravia promise of a moving and impressive visual experience with its Full HD and Live Colour Creation technologies to provide faithful, realistic and detailed reproduction of colours," said Takayuki Akiyoshi, GM of marketing communications, Sony Electronics Asia Pacific. "The TVC creative concept features Dominos in full spectrum of colours take on a tumbling journey from a small sleepy Jaisalmer Fort to the Taj Mahal all the way up to the hillside and down to a fort in a wondrous spectacle of moving colour."   
The campaign takes forward the creative concept of 'Color like no other' and Dominos becomes the fifth in the color series, others being: Balls; Paint; Bunnies and Pyramid.
"In this commercial we introduce the large dominos into the setting with an intriguing chemistry of hyper-real dominos set against the exotic naturalism of the location. The vibrancy and accuracy of the new Bravia is perfectly illustrated by the colourful dominos. These dominos are the full gambit – the full spectrum of colour, seen in among the hennas and browns and ivories of this earthy place. The environment offered a great canvass for us to reinforce the spectrum of colour for Bravia, set against the primarily sepia, monochromatic locations," said Sonal Dabral, regional executive creative director, Bates 141.

Source:
Campaign India