Hakuhodo Percept has created a new television commercial for Sony's Cyber-shot range of digital cameras. The film features brand ambassador Deepika Padukone in different avatars in a setting in a carnival atmosphere, on the lines of the Rio Carnival in Brazil.
Padukone is shown as as a tourist enjoying the parade from her balcony. As she zooms into click pictures of the dancers, the face of a dancer is revealed - it happens to be Padukone herself. The zoom-in underlines the life-like clarity and superior zoom of the Cyber-shot camera.
Commenting on the film, Elvis Sequeira, executive director, Hakuhodo Percept, said, “The primary task was to bring alive the Cyber-shot experience, and how you don’t lose clarity even while you zoom. The new brand positioning line 'Incredible zoom. Incredible details.' clearly establishes the strength of the product too. This time there are no compromises with zoom."
Karina Taira, director of the film, said, “The biggest challenge was to recreate the carnival on the streets of Mumbai. It was a task to coordinate the project due to its sheer scale.”
Brand: Sony Cyber-shot
Agency: Hakuhodo Percept
Executive creative director: Shobhit Mathur, Sabuj Sengupta
Vice president: Saptarshi Sengupta
Sony: General manager: Ryusuke Fukushima
Marketing manager: Divya RaoBrabd
Manager: Nimit Jain
Production house: Cutting Edge Production
Director: Karina Taira
Producer: Billoo Sandhu
Music director: Ashu