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Sony India to spend Rs 1 bn towards marketing during festive season

BANGALORE: Sony India plans to spend Rs 1 billion towards marketing during the festive season of Durga Pooja and Diwali, as it aims to garner revenues of Rs 20 billion.


The money will be invested towards a 360 degree media campaign, including above the line (ATL) and below the line (BTL) activities.


The company has planned for a revenue growth of 30 per cent during fiscal 2011. Last year, Sony India had revenues of Rs 55 billion.


The company is targeting revenues of Rs 1.5 billion from Karnataka and has earmarked Rs 150 million towards marketing in the state. Last year, Karnataka contributed Rs 4.7 billion towards the company‘s revenues.


These facts was revealed by Sony India senior general manager from the CAV Sales Department‘s AVIT Division Sunil Nayyar.


Sony India has booked over 10,000 spots and its ads will be beamed around 300 times daily across various television channels in the country, including the regional markets. Television commercials of three ranges of Sony India products - the Sony Bravia range of television products, its Cybershot camera range and its handycam camera range will be aired in the coming months.


A preview of a new Bravia spot, ‘The rebirth‘, was shown. Sony will be releasing a second TVC on this theme for Bravia during the Durga Pooja. A TVC featuring Cybershot brand ambassador film diva Deepika Padukone will be aired during the festive season. The ads will be in English across all television channels, Nayyar revealed.


Sony India has also tied up with Airtel - a free Airtel TV (HD) connection with a free subscription of two months on purchasing 32 inch and above Bravia HD television sets.


The company plans to up its sales channels from 500 to 650 outlets this fiscal. It has about 270 Sony exclusive outlets in India and plans to add another 30 during the current year.


The company‘s creative duties are handled by JWT, while the media mandate is with Lintas Media Group.

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