Sony increases festive ad spend by 30 per cent

In a bid to boost its sales this festive season, consumer electronics firm Sony India has rolled out new marketing campaigns for four of its premium brands. The company has introduced separate campaigns for its high-growth categories — Bravia LCDs, Vaio laptops, Cyber-shot cameras and its handycam range.

The company, aiming to achieve a turnover of Rs 4,000 crore as against Rs 3,000 crore last year, hopes to realise its target by the festive push. It has earmarked a promotional budget of Rs 60 crore for Diwali — a 30 per cent rise as compared to last festive season.

The promotional budget for the whole year is Rs 200 crore.

“The primary objective of the campaigns is to communicate the new technology in a way which is not dry and boring. Thus, it will enable us to boost the demand for our products,” says Cyril Mani, Head, Marketing Communication, Sony India.

Sony is keen to cultivate the demand for high definition (HD) technology in India by launching a host of HD-enabled products in the country.

In line with this objective, the company under its global marketing campaign has integrated its film and electronics marketing efforts.

This brings together Sony’s high definition capability with the James Bond powerful movie franchises, combining technological innovation with entertainment content.

The campaign has been designed in association with the film Quantum of Solace to be premiered on November 7. “The promotional offer is designed to highlight Sony’s high definition product capabilities. It is a right-fit for its target audience which is the young and tech savvy, and will drive the retail excitement,” says Mani.

Sony has already rolled out its multimedia campaign for Vaio, conceptualised by JWT, while Bravia is currently being aired. Bravia will emphasise on the “More pixels, great detail”, while Vaio’s peg is “Break the Code”.