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

1 day ago

Bachelor pads get a 'Big Billion' reality check

Flipkart’s festive campaign uses AI and humour to nudge bachelors towards upgrading homes—and perhaps improving their dating odds too.

1 day ago

Apollo Tyres replaces Dream11 as Team India jersey ...

Dream11’s deal ended prematurely after the government passed a law banning real-money gaming platforms.

1 day ago

Amazon launches new AI creative partner in ads console

The fully automated ads can be served across products and formats in Amazon’s arsenal, including Sponsored Brands, Sponsored Display, Brand Stores and even the Amazon DSP.

1 day ago

The job of advertising is not to sell

"Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.