Sony Alpha shows young man the story of his mom’s sacrifice

Watch the ad film conceptualised by Hakuhodo Percept here

Apr 25, 2014 02:40:00 PM | Video | Campaign India Team Share - Share to Facebook

Sony has launched a campaign for its range of Alpha cameras. The campaign conceptualised by Hakuhodo Percept is based on the theme ‘There’s more to a picture’ includes a 45-second edit for TV of a three-minute online video.

The video tells the story of photography enthusiast Priyankar, a young man who recently bought a Sony Alpha 58 camera. He narrates how he wrote to Sony wanting to learn more about photography and they set him up with veteran photographer Santosh Verma. They set about roaming the streets of Kolkata with their cameras. Verma tells Priyankar not to ‘click pictures’, but to ‘shoot stories’. After spending the day together, the young man still cannot fully comprehend the advice. So Verma tells him to go home and shoot his mother’s hands. On reaching home, Priyankar is still perplexed on why he was asked to shoot his mother’s hands. When he does, he discovers the story behind the picture of her hands, through the lens. Through the deep wrinkles and old burn marks, he realises the extent of her sacrifice and love through the picture. The film ends with him saying, “Now I can see the world a little differently” and the brand’s sign off.

The TVC leads viewers to, where the entire story is explained through a longer video.

In a statement, Sony explained that the new campaign is born out of the human insight about how a picture can make one realise what one could never see with the naked eye.


Creative agency: Hakuhodo Percept
ECD: Sabuj Sen Gupta
VP: Saptarshi Sengupta
Creative - copy group head: Tripti Kakkar
ACD: Niloy Som
Account director: Rajesh Pillai
Director (film): Q (Qaushiq Mukherjee)