Campaign India Team
Apr 25, 2014

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

Watch the ad film conceptualised by Hakuhodo Percept here

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 sony.co.in/alphastories, 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.

Credits

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)

Source:
Campaign India

Related Articles

Just Published

9 hours ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

10 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

10 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

11 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.