For Sony, it's all about being brighter and having a big zoom 

Hakuhodo Percept delivers two TVCs for Sony India for the festival season, one for the new Cyber-shot camera and another for the new Bravia TV

BestMediaInfo Bureau | Delhi | November 6, 2012

For the festival season, Sony India has come out with two new television commercials – one for the new Cyber-shot camera, and another for the new Bravia TV model suited for Indian tastes. Solving the perennial paradox of 'Big Zoom' and 'Small Size' camera, Sony has introduced a compact Cyber-shot camera that refutes the belief that big zoom means a big camera and a smaller-sized camera compromises on the zoom factor.

The latest commercials generate curiosity and are true to the central theme of festivity. The campaign is currently on air across various television channels and has been admired widely by viewers. In addition to the TVCs, the company has launched a print, activation and digital campaign to strengthen the brand proposition and engage consumers in some fun and interactive activities.

The Cyber-shot DSC-WX150 combines high zoom in a compact design, thereby offering a much more value-added product to the customers. Ryusuke Fukushima, Head, Marketing Communications, Sony India, said, “The script of the new Cyber-shot TVC focuses on Indian youth's desire to have an innovative product complementing their unique personalities. The 'Slip in the Big Zoom' TVC oozes a vibrant look; the commercial showcases the convenience, portability and stylish design of this power-packed camera which has a 10x zoom and can easily slip into your pocket.”

The Cyber-shot TVC:

The Bravia TVC – “The boy who stole the moon” – attempts to show Indians' preference for brighter displays and sharper contrasts in their television sets. Post customer feedback, Sony developed 'new picture settings' which have been customised according to these preferences. This means that the brightness and vividness in the new Bravia line-up is in tune with the taste of the audience in India.

The Bravia TVC:

Conceptualised by Hakuhodo Percept, and produced by Fleet Entertainment, the TVC rekindles the thought of kids always trying to grab the sun or the moon. The protagonist, a little boy, playfully captures the moon in a jar and releases it in a festive setting, making the celebrations brighter, more vivid and more fun. The campaign aims to create, intrigue and excite the viewer through the world of brighter colours and vivid images, as customised in the new Bravia TV line-up.

Fukushima commented, “The script left an impression on me, and we were ready to go with it highlighting the key points of brightness and vividness in the backdrop of zest and celebration of the Indian festive season.”

Sabuj Sen Gupta, Executive Creative Director, Hakuhodo Percept, said, “It's very important that you have an interesting inspiration of showing brightness. We were trying to do something that interprets brightness and vividness, so we were thinking of how to make it magical and mystical and then zeroed down to this idea.”

Shobit Mathur, Executive Creative Director, Hakuhodo Percept, added, “We thank the Sony team for believing in the story and going with something that would not only deliver on the brand but also on the emotional aspect.”

Albert Kodagolian, Director of the TVC, commented, “When I first read the script, I felt an emotional connect. I wanted to make sure that the intimacy of the story comes through and does not get lost in the grand scheme of things. The storytelling is in a very simplistic human emotional zone. Bravia commercials have already set the bar quite high, so my intention was to show India like never before. This commercial is just serendipitous and the little boy is an angel.”

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