Sony to push for ‘3D World’ with Rs 500 mn media spend

BANGALORE: Sony India (Sony) today announced its plans to deliver an array of 3D Home entertainment solutions in 2010. It will leverage all its diverse business assets to create a “3D World” encompassing electronics, games and 3D content.

Sony has allocated a budget of Rs 500 million which will include Above-the-line (ATL) & Below-the-line (BTL) activities to promote 3D. 
ATL activities that commence from this month onwards will include television commercial, print advertisements & billboards. Consumer promotions, shop-front activities and local trade events will be conducted as part of BTL activities.

With the launch of 3D-enabled hardware products and software content, Sony aims to promote and establish 3D culture in India and make this technology easily accessible to a wider audience. The company aims at 30 per cent revenue contribution from 3D products by 2012.
Sony India Managing Director Masaru Tamagawa said, “We plan to become the market leader of 3D on account of providing the most comprehensive range of 3D products & content solutions. Sony group of companies have come together with a wealth of technology and engineering resources spanning both professional and consumer markets. This will enable us to bring the optimum 3D exposure to the Indian market. He added, “Indian consumer is willing to experiment and hence we have high hopes from this technology.”
Sony says that it will be actively involved at every stage of the 3D value chain and draw on the strengths of the ‘3D World created by Sony’, which encapsulates its expertise in professional solutions, consumer electronics, movie making and gaming alike. Sony India is introducing 3D technology in 4K projector with lens, professional cameras, Bravia LCD TVs, Blu-ray disc products, digital still cameras & PlayStation. Through innovation and leadership in 3D, Sony hopes to ensure preferred partner status with its customers.

Celebrating the launch of 3D technology in India, Sony has also introduced its 3D TVs in attractive package offers and also some exciting software/hardware bundle opportunities for 3D Blu-ray products. Sony will show the latest 3D movie from Sony Pictures, Resident Evil, at a special promotional offer of ‘Buy 1 Get 1 Free‘ movie ticket in Delhi and Mumbai.

The activity would be followed by mall promotions for the entire 3D product range in these cities so that the Indian consumer can experience the unique 3D imaging and see the difference from the otherwise routine 2D viewing.

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