MUMBAI: Multi Screen Media (MSM), has released three new TVCs for the video-on-demand brand-Sony LIV. The key message of the ads has been derived on the basis of a consumer behaviour study, which revealed that today’s consumers are hard pressed for time and like their entertainment in byte-sizes on the go.
The marketing strategy is inspired by the well-established truth that modern life is all about the little escapes. The objective of Sony LIV is to make these breaks as exciting and rejuvenating as possible for netizens by making their favourite content available on their fingertips. Hence the campaign idea- Mazey ke break lo, kahin bhi dekh lo!
Sony has a two-pronged relation with its consumers: nostalgia to the past and relevance to the present. The ads significantly perpetuate the idea that instead of wasting their breaks doing nothing worthwhile, viewers can fill them with small entertainment doses from the Sony stable. Conceptualised by Havas Worldwide, the ads are a great extension of the underlying value proposition of the brand – ‘Mazey ke break lo, kahin bhi dekh lo!’
Sony Entertainment Network executive VP– new media, business development and digital/syndication Nitesh Kripalani commented, “India is defined by time crunches, personal and professional pressures and long work hours. The only way to deal with this everyday stress is to carve out some time for a little break. We at Sony LIV want to make these breaks as entertaining as possible for Indian consumers.”
The three TVCs: Jawab, Washroom and Burglar, carry forward the thought of Jab break ho, toh entertainment banta hai! and Mazey ke break lo, kahin bhi dekh lo! The ads also link well with the tag line of SonyLIV.com – Jab Aap Chahen.
Havas Worldwide Mumbai president-west and south Shavon Barua commented, “Time is the biggest luxury for the young urban consumers of today. They like their entertainment in byte sizes on-the-go. This segment of young urban consumers is the potential early adopters for Sony LIV. The most pleasant thing in their time-crunched life is a short break worth its time. That’s how we arrived at the campaign idea. Quirky humour and exaggeration have been used in the campaign to be memorable. The key take away is that ‘Modern life is all about the little escapes’!”
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