The TVC aims at communicating that the Cyber-Shot not only zooms but also captures great details
Ananya Saha | Delhi | May 18, 2012
The crowded and competitive digital camera market is heating up with a price war. This year, Sony aims to reinforce its position by introducing a range of 34 new Cyber-Shot cameras – H, W and S series – to suit the varying requirements of Indian customers. The H series is the lead product this year. And a number of competitors are jumping on to the bandwagon and offering products at low prices. However, while most of these cameras boast about providing a high degree of zoom, very few can match the high image quality of Sony, the company claims.
In line with the consistency delivered in the last few Cyber-Shot ads, Hakuhodo Percept has designed a 30-second TVC highlighting the zoom function, featuring actress Deepika Padukone. The film opens on a street scene of a carnival. Cut to a girl running out on to the balcony. We can only see her back. We see the girl scanning the crowd, looking through the LCD of her camera. We see her zoom in with the camera. She clicks a zoomed-in picture of Padukone. We see the girl smile as she sees the picture on her LCD. Cut to an overhead shot of dancers on the street. The camera focuses on Padukone who is seen dancing on a float. Cut to a side shot with the zooming lens of the Cyber-Shot. The camera zooms out to reveal that the girl on the balcony was Padukone herself who is seen smiling and holding the Cyber-shot.
The TVC that went on-air recently will run till June. Divya Rao, Marketing Manager - Communication, Sony India, said, “We will be using the mediums of print, television, digital and retail, pan India.” The media usage ratio for print, TV, digital, and retail media would be 40 per cent, 40 per cent, 5 per cent and 15 per cent, respectively.
Elvis Sequeira, Executive Director, Hakuhodo Percept, said, “The communication focuses on style that is used aptly and in an engaging way across all Cyber-Shot ads.” The communication would be consistent across all mediums reiterating plans of some activation by print, TV and digital.”
According to Sequeira, digital media would include embedding into microsites and ad banners. Rao added that the “retail end would focus on events at touch-points and shop front activation”.
The TVC:
Credits:
Agency: Hakuhodo Percept
Team Hakuhodo: Sabuj Sen Gupta, Shobhit Mathur, Saptarshi Sengupta, Pinky Maikota
Team Sony: Ryusuke Fukushima, Divya Rao, Nimit Jain
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