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Swetha Kannan

Plans to feature Indian music in a big way

Bangalore , Dec. 19

Watch out for Sony Ericsson handsets in the movie Spiderman 3 that is set to hit the theatres next year. According to Mr Dee Dutta, Corporate Vice-President, Head of Marketing, Sony Ericsson, some of the company's mobile phones will feature in the movie, which is now under production.

This is in sync with Sony Ericsson's strategy to ride on the plank of "entertainment through music, movies and sport," said Mr Dutta.

While handsets T230 and Z200 were featured in Spiderman 2, James Bond was seen using the K800 model in Casino Royale. And just about every phone used in Da Vinci Code was a Sony Ericsson model.

India strategy

But it's not just Hollywood that Sony Ericsson is trying to tap. The company is also in talks with a few Indian moviemakers for a possible association. While the company would not reveal the movie names, the scoop is that they are scheduled for release in April.

Recently, Sony Ericsson tied up with Kabhi Alvida Na Kehna for a 360-degree promotion around the movie by offering wallpapers, audio and video content, apart from launching an entire media campaign.

According to Mr Dutta, India is a key market for the company — among the top five markets that comprises Brazil, Mexico, China and the UK. (Globally, Sony Ericsson has an 8-9 per cent market share in terms of mobile phone subscription.)

As part of its India campaign, the company is looking to feature Indian music in a big way; it is talking to Indian artistes for exclusive tracks on Sony Ericsson handsets (this is similar to its global initiative featuring singer Robbie Williams and Christina Aguilera ). It also has associated itself with sports by announcing a women's tennis tournament in Bangalore featuring Sania Mirza and Serena Williams.

The company recently set up four `experience stores' — in Delhi, Rajkot, Pune and Guwahati. These are exclusive Sony Ericsson showrooms retailing not only its products but also offering a complete brand experience, including live demonstrations. The company plans to have 25 `experience stores' by the end of 2006.

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