Sony India has launched a multimedia campaign for its latest offering Xperia Z featuring brand ambassador Katrina Kaif. The film created by Hakuhodo Percept went on air on 12 March.
The TVC showcases the special features of the smart phone, communicating the message that people can experience the best that Sony can offer in one product itself.
The film opens with Kaif, watching a video on her Xperia Z, glancing back at her Bravia. The voice over says, “Experience the razor sharp display of Bravia.” The film then shows Kaif in a car with her friends enjoying the music playing on her phone and the voice over says, “Lose yourself in the immersive sound of the Walkman”. She then shows the hand-gliding video that has been shot on her phone to a friend. In the next frame, the film highlights the dust proof and water proof features of the phone with Kaif pouring water on her phone. The film then moves to Mumbai’s shoreline where Kaif uses her phone to take pictures of the sea link and says, “Click perfect pictures with the CyberShot. The best of Sony in a smartphone”. The film ends with a display of the Xperia- Z in three colours.
Ryusuke Fukushima, head, marketing communication, Sony India, explained, “This is our biggest launch of the year. We wanted to create a buzz in the market and make sure people get excited about the smartphone that brings together the best of Sony.”
On the campaign, Sabuj Sengupta, executive creative director, Hakuhodo Percept, said, “The creative brief was that Sony has created a lot of innovations in the past. However, somewhere along the line they have gone unnoticed. So, with this campaign we wanted to inform that Sony has incorporated its best innovations in a single product - Xperia Z. It’s loaded with all the wonders of Sony - the display of Bravia, the Cyber-shot camera and the sound of Walkman.”
On the choice of Kaif, he said, “We felt that Katrina is the right person to feature in the ad. She is young and popular and is in sync with the tone and manner of the product. Hence, she is a perfect fit for the brand.”
Shobhit Mathur, executive creative director, Hakuhodo Percept, added, “The aim was to creatively and effectively highlight that this smart phone has the most amazing sound, the most awesome camera and the most incredible display you’ve ever experienced.”
The campaign will straddle digital and print media along with below the line (BTL) activities that will be conducted across the country.
Client: Sony India
Creative agency: Hakuhodo Percept
Executive director: Elvis Sequeira
Executive creative director: Sabuj Sengupta
Executive creative director: Shobhit Mathur
Associate creative director: Pankaj Kumar
Group head: Tripti Kakkar
VP- client servicing: Saptarshi sengupta
Account director: Shubhra Tandon
Account supervisor: Shuchi taneja
Director (film): Ben Hartenstein (Denmark)
Production house: Magik lantern Films
Producer: Shoubhik Roy
Music director: Ashutosh Pathak