Hakuhodo Percept creates a TVC to launch Sony's Sonic laptops

MUMBAI: As the old forms of communication give way to the new innovative machines, Hakuhodo Percept has launched Sony‘s new range of Sonic laptops with in-built subwoofers through a TVC for the Indian market. The film went on air on July 2.

British musician Shlomo and his vocal project ‘Shlomo and the Lip Factory‘ have been used in this TVC. They are seen performing on ‘Moves like Jagger‘ by Maroon 5. Different shots of the group are shown through the Sonic range of laptops. This was done keeping in mind the taste and culture of the current generation. The brand has also initiated what is billed as India‘s first online ‘Beatboxing competition‘ where contestants need to share links of their beatboxing videos on Sony‘s Youtube channel to win a Vaio laptop from the Sonic series.

Commenting on the TVC, Hakuhodo Percept executive creative directors, Shobhit Mathur and Sabuj Sen Gupta said, "Typically, laptops don‘t give you great sound forcing you to use additional speakers for better sound experience. But all that is about to change as Sony Vaio brings to you a laptop with an in-built subwoofer! Not only will you be able to hear great bass and thump, you will also be able to hear every sound with great clarity and distinction. It‘s a yet another first from Vaio. For us, it all started here. So to corroborate this brief, we devised a campaign with a fusion of A cappella and beat boxing."

"Our aim was to own the domain of voice & sound. Hence we tied-up with an internationally acclaimed human beat boxer, Shlomo and his latest vocal project ‘Shlomo and the Lip Factory‘ to perform the chartbuster ‘Moves like Jagger‘. We got seven beat boxers, including Shlomo, to recreate the song using only their voices. What‘s interesting is that each one of them has performed their part through a different Vaio thereby creating a never-heard-before orchestra of laptops", they added.

On the TVC, Sony India, marketing communication head, Ryusuke Fukushima said, "The new television commercial for Vaio aims to highlight the in-built subwoofers of the new Vaio series. After doing our research, we realised that users mostly complain about the quality of sound in their laptops and to redress this issue, Sony announced its new Vaio series with enhanced listening experience." He added, "To bring out the sound proposition clearly in the TVC, we tied up with internationally acclaimed human beatboxer, Shlomo and his latest vocal project ‘Shlomo and the Lip Factory‘. As part of the campaign, we will also be rolling out print and online advertisements, outdoor and shop-front enhancement and PR activities."

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