Sony new Cyber-shot promises to 'make your pictures say more'
Hakuhodo Percept has conceptualised the latest campaign for Sony India's Cyber-shot cameras with an Exmor R sensor
BestMediaInfo Bureau | Delhi | May 21, 2013
Hakuhodo Percept has conceptualised and created a TVC for Sony India's newly launched Cyber-shot cameras. The campaign was launched to highlight the effect of Exmor R sensors in its new Cyber-shot cameras. The TVC went on air on April 28, 2013. With this communication, Sony aims to alter the current premise of buying cameras based on the number of mega pixels, shifting the focus to the sensor inside the camera that aids better pictures.
The film begins with a girl opening her eyes in bed while her companion focuses on the sunlight in her eyes and clicks a picture. The TVC then moves on to a series of shots of a girl on a swing against the backdrop of a sunset while another girl is seen blowing bubbles in the air with balloons around her; a girl playing guitar and so on.
The film highlights the details captured by the camera and the voice-over then reveals that the eye of the camera is called Exmor R and it 'Lets the picture say much more'. The TVC ends with a display of the Cyber-shot cameras in various colours.
Ryusuke Fukushima, Head - Marketing Communications, Sony India, said, “We wanted people to associate Exmor R sensor with great pictures and this campaign is exactly what we were looking for.”
Saptarshi Sen Gupta, VP, Hakuhodo Percept, said, “It's a myth that higher the mega pixels, better the picture. The fact of the matter is that it's all about the kind of sensor that is there in your camera that gives you great pictures. And that is what we wanted to establish about Sony's Exmor sensor with this campaign.”
On the challenge, Shobhit Mathur, Executive Creative Director, Hakuhodo Percept, said, "The challenge was to show the true magic of Exmor R sensor in the most beautiful way possible.”
Sabuj Sen Gupta, Executive Creative Director, Hakuhodo Percept, added, “Basically the Exmor sensor lets more light in and gives better pictures; it lets you experiment more with light. For example, if you are shooting against light or shooting in the night, the pictures are much better. The execution highlights these aspects. In the TVC, you see some examples of backlit pictures and some in low light. Due to the Exmor R sensor the images come out perfect in difficult light conditions.”
The TVC:
Credits:
Creative Agency: Hakuhodo Percept
Executive Director: Elvis Sequeira
Executive Creative Directors: Sabuj Sen Gupta, Shobhit Mathur
Associate Creative Director: Niloy Som
Copy Group Head: Tripti Kakkar
Art Director: Priyanka Sharma
Client Servicing: Saptarshi Sen Gupta
Account Director: Shubhra Tandon
Director: Paolo Borgato
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