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Brand ambassador Sachin Tendulkar helps Toshiba make new 'Cricket Mode' TV

Toshiba has tried to make full use of the star power that is attached with their brand ambassador. If in India cricket is religion, Tendulkar surely is God! Instead of just letting him be a part of the campaign, they asked for his inputs in creating the television

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Brand ambassador Sachin Tendulkar helps Toshiba make new 'Cricket Mode' TV

Brand ambassador Sachin Tendulkar helps Toshiba make new 'Cricket Mode' TV

Toshiba has tried to make full use of the star power that is attached with their brand ambassador. If in India cricket is religion, Tendulkar surely is God! Instead of just letting him be a part of the campaign, they asked for his inputs in creating the television

Sohini Sen | Mumbai | September 11, 2013

publive-image (L-R) Amitabh Tiwari, Sachin Tendulkar and Sanjay Warke

Toshiba, the Japanese diversified manufacturer, solutions provider and marketer of advanced electronic and electrical products and systems, has launched the world's first cricket mode television. What sets this innovation apart is not just the technology involved but also the fact that the brand ambassador for Toshiba, Sachin Tendulkar, is the co-creator of the TV.

In a nation where cricket is no less than a religion, Toshiba India has introduced the World's First Cricket Mode LED TV series. This comes with richer colours, sharper details and crisper images. This essentially means that the 'cricket mode' enhances the green of the cricket field, the cracks on the cricket pitch and the fast moving cricket ball.

The cricket mode technology has been introduced in three new series – P2305, L2300 and the flagship L3300 series. The technology will produce life-like sharp images with reduced motion blur and a powerful yet distortion free stadium like sound.

Toshiba has tried to make full use of the star power that is attached with their brand ambassador. If in India cricket is religion, Sachin Tendulkar surely is God! Instead of just letting him be a part of the campaign, they asked for his inputs while creating the television. These have not been about the technology, but about the game, how the pitch or the grass should be, etc.

"You know how some great actors assist their directors when they are working on a movie. They make that extra effort because they are genuinely interested in good work. Sachin offered us his help in the same way. We are continuing to push the envelope on innovation to give our customers richer colours, sharper details and crisper images coupled with a powerful sound. Our new range of Toshiba LED Cricket Series TV is a testimony to our strong heritage of meaningful innovations. With this new launch, we aim to garner over 10 per cent market share in FY13," said Amitabh Tiwari, Vice-President – Sales and Marketing for Consumer Products, Toshiba India – DS Division.

To make sure that Tendulkar's involvement is there even in the final product, the TV will come encased in a new corporate design featuring slimmer design with narrower bezel, and the legendary cricketer's personalised signature on the bezel or the sound bar.

According to Sanjay Warke, Country Head, Toshiba India – DS Division, “Toshiba has a rich heritage of continuously bringing meaningful technology innovations that set new industry benchmarks. Imbibed in our DNA, our continued endeavour can be attributed to our passion to enhance our consumers' lifestyle. It's the same passion that Indian consumers exhibit in everything that they do, that resonates with our own brand philosophy. Taking our 'meaningful innovations' legacy forward, and celebrating our 1 million TV customers in India, we dedicate the World's First Cricket Series TV to the millions of fans of cricket in India – co-created with the one who knows the game best. I am delighted that Sachin Tendulkar agreed to be a part of this new Cricket Series, especially designed for the India market.”

To market the product, Toshiba will be launching a campaign on television, print and digital. The campaign will be rolled out on September 21 and will be available till Diwali.

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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