Business Daily from THE HINDU group of publications
Thursday, Jun 11, 2009
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Business Daily from THE HINDU group of publications Thursday, Jun 11, 2009 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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Advertising Sony India unveils Rs 36-cr ad campaign for Bravia Sravanthi Challapalli Chennai, June 10 Sony India has launched a Rs 36-crore advertising and marketing campaign for Bravia, its LCD TV. The aim is to define the Bravia as the very epitome of LCD TV, Mr Takakiyo Fujita, General Manager (Marketing), Sony India, told Business Line. Sony recently announced its intention to drive growth with its range of LCD TVs. The company expects to sell about 4.50 lakh units of LCD TVs in the current fiscal year, up from 2.8 lakh units sold last year. With the tagline ‘Feel’, the campaign shows how the viewers are in the thick of the action taking place on TV, be it scuba diving, a cricket match or a dance performance, given the clarity of picture, sound or action. The Bravia range is priced between Rs 16,000 and Rs 3.99 lakh. The campaign, designed by JWT, will run till July. Besides TV ads, print, outdoor, the Internet, cinema and shop-front will be the media used to market Bravia. The target audience is the upper middle classes in the SEC A & B1 cities, aged 25 and above. “The communication approach is technology-led and conveys the value enhancement that these brands will offer to our consumer. “Our messaging will urge the consumer to rethink and redefine expectations from the gadgets they use in their day-to-day lives,” says Mr Fujita. More Stories on : Advertising | Television Sets
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