MAM

WC: Sony ropes in Dhoni as brand ambassador, to splurge Rs 1 bn

MUMBAI: Consumer electronics company Sony India has roped in Indian skipper Mahendra Singh Dhoni as its brand ambassador, hoping to cash in on the cricket World Cup fever.


Sony will splurge Rs 1 billion towards marketing, targeting the World Cup that kicks off on 19 February.


The company, which has lost out to Korean companies like Samsung and LG in the Indian market, is promoting the full HD Bravia range that includes 20 models of DHTV, HD LED and HD LCD TV.


Sony has set itself a target of 40 per cent market share during the cricket World Cup season.
 
Sony India MD Masaru Tamagawa said, “Sony has chosen cricket to promote High Definition as it is the most popular sport in India and makes for a perfect platform to bring HD closer to our consumers. With our wide range of Full HD Bravia TVs, consumer can enjoy a very captivating World Cup viewing experience, right in the comfort of their home. We have chosen Mr. Dhoni as the face of Sony Full HD TV as we feel he will create the perfect synergy with our target audience during this exciting cricket season. We are leaders in HD. Dhoni is the leader and captain of the Indian cricket team. The Sony Dhoni combine is a strong fit."


During the World Cup, Sony expects 600,000 flat panel TV units to be sold.


"We are targeting sales of 250,000 units. This is the first time that the World Cup will be shown in HD. We expect HD TV sales to double for the industry,” said Tamagawa.
 
Dhoni will be promoting Sony’s ‘The Incredible Game in Sony High Definition’ campaign during the World Cup. This campaign will include more than 3000 TVC spots across 19 channels including ESPN Star Sports where Sony is a sponsor of the World Cup broadcast, print campaign across 36 top media and an outdoor campaign with more than 100 billboards across the country.


Apart from web promotions, a shop-front will also be an integral part of Sony’s communication campaign. As a special consumer connect initiative, Sony has announced a lucky draw promotion - 100 families who buy a Sony Bravia will get a chance to meet Dhoni.


The TVCs see Dhoni batting and taking a catch. One can clearly see the sweat dripping off his face as well as moisture on the field. The aim is to convey the fact that HD brings in greater clarity to the cricket viewing experience.


Dhoni said, “I am pleased to be associated with a futuristic brand like Sony. Cricket in HD will be the most incredible experience this season and through Sony, I would like to recommend this experience to our Indian audience. Sony, a cult brand has always offered excellent products and path-breaking technology to its consumers. It is now taking the HD phenomenon forward and I am proud to be a part of this initiative”.


Sony India has also associated itself with Airtel through a consumer promotion. It would offer free Airtel HD DTH connection on purchase of Bravia Full HD TVs. This offer will be valid from 1 February – 15 April 2011.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/rajiv.jpg?itok=gbuyOtMO
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/arpila.jpg?itok=Ea7gQg73
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/mentos.jpg?itok=_nB6UHxV
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/rising.jpg?itok=wfrpl5-l
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/data_0.jpg?itok=yBEtz1zT
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/us_0.jpg?itok=udLF4Qam
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/CEAT.jpg?itok=33xGN1bh
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/online.jpg?itok=97JbY_PF
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories