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Sony to spend Rs 200 mn on 'Go Vivid' campaign for Vaio

MUMBAI: Consumer electronics company Sony India has announced the launch of the Vaio E Series laptops for which it will spend Rs 200 million towards marketing.


Marking the launch of the new E series, Sony will also launch a brand campaign called ‘Go Vivid‘ with brand ambassador Kareena Kapoor.


The E-series is available at a starting price of Rs 34,990 for both 35.56 cms and 39.37 cms screen size respectively.


Sony plans to increase its market share from 12 per cent to 20 per cent this year with the launch of the new Vaio models. Sony‘s sale of 1.2 lakh notebooks is expected to go up to 2.5 lakh this year.
 
The consumer notebook market in India is currently estimated at 1 million units and is expected to increase to 1.25 million units by the end of the year.


Ten per cent of Sony India‘s business comes from Vaio. Says Sony India MD Masaru Tamagawa, “With the message of Go Vivid, brand Vaio sets a befitting tone with youngsters making them the proud owners of great looking, vibrant laptops."


For pushing the product, the marketing will involve print and electronic media, online, outdoor and shop-front.
 
The new range of notebooks will be available across Sony Center stores and retail partners across the country.


Sony will expand its channel network to 1,500 counters across 200 cities, up from 700 sales counters last year. Vaio brand shops are also to increase to 50 counters this year.
 
The company says that Kapoor‘s exuberance and vivacious personality brings in a direct connect to the vibrancy of Vaio E Series colours. The aim of the TVC is to communicate the fact that like Kapoor, who strikes a chord in the minds of the masses, Sony Vaio E series leaves a vivid memory of an expression that’s truly refreshing and vibrant, and that’s why the message, Go Vivid.


Kapoor says, “Go Vivid is an expression that transcends simplicity, and highlights the vivacity of life. Vivid is standing-out, it’s being truly bold, refreshing & effervescent and that’s why I see a direct connect with my personality.”

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