Sony Bravia to spend Rs 100 crore on World Cup campaign; signs Dhoni as brand ambassador

Targetting 40 per cent share of the flat-panel television segment during the cricket World Cup, Sony India has earmarked ad spends of Rs 100 crore towards a multi-media campaign.

Consumer electronics brand, Sony India is targetting a 40 per cent market share in the flat-panel television segment during the cricket World Cup season from January to March. The company has set a target to sell 2,50,000 units of Bravia HD TV during the period. Sony intends to promote the complete Bravia range, which includes 20 models of Full HD 3D, Full HD LED and Full HD LCD sets.

To meet the objective, Sony has announced its plans, which include a multi-media campaign and brand associations. To begin with, Sony has tied up with ESPN-STAR Sports to provide live high-definition feed for the tournament as the on-air broadcast sponsor.

Bringing on-board the Indian cricket captain, Mahendra Singh Dhoni as the brand ambassador for a year, Sony has chalked out a Rs 100 crore multi-media campaign, including ATL and BTL activities. Dhoni will promote the company's 'The Incredible Game in Sony High Definition' campaign during the World Cup.

In a press statement, Masaru Tamagawa, managing director, Sony India, says, "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."

On the choice of the ambassador, Tamagawa says that Dhoni creates the perfect synergy with the target audience during the cricket season.

Sony's campaign would be spread across various media formats, including television, print, digital, outdoor, in-store activities and special consumer connect initiatives. The television campaign will break on February 11, with more than 3,000 (television commercial) TVC spots planned across 19 leading channels. The print campaign will cover 36 top publications, while the outdoor promotions will deploy more than 100 billboards across the country.

Sony has also tied up with Airtel, which would offer free Airtel HD DTH connections on the purchase of the Bravia Full HD TVs.

The creative duties for the brand are handled by JWT India, while Lintas Media Group is Sony India's media buying agency.

Dhoni, Sehwag to Sport Body Paints for World Cup 2011 Campaign

MUMBAI: As the mega event of Cricket, ICC Cricket World Cup 2011 is arriving; all the sponsors of the event are ready with their brand ambassadors for campaigning. As a part of ICC Cricket World Cup 2011 campaign by soft drink manufacturer Pepsi, India captain Mahendra Singh Dhoni and Opener Virender Sehwag will wear body paints.

As per the media release, the campaign for the mega event will launch very soon and India’s off-spinner Harbhajan Singh, batsmen Suresh Raina and Virat Kohli would also be a part of it. The first of the television commercials featuring Indian cricket players would be launched on January 15, followed by others.

As a part of the ”Change the Game” campaign by Pepsi, five of the cricketers will be seen sporting body paints. As per the release, the body paint campaign is an attempt to bring alive the passion that these cricketers have for their game.

Pepsi Campaign

“Cricket is more than just a game in India, it is like a faith and its followers include millions of passionate Youngistaanis. With our innovative Cricket World Cup campaign we wanted to reflect the same fervor and energy that the fans and the players have. And what can be more passionate than wearing it on your body,” Sandeep Singh Arora, Pepsico India’s Executive vice-president (Marketing), said.

The Indian Leading players have taken their shirts off for the campaign and wear their passion in the form of paints. The new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game.

The company plans to launch the campaign across various mediums and channels, including print, radio and through consumer engagement programs.

For the World Cup 2011, which is commencing on February 19 and will conclude on April 2, Pepsi is one of the global sponsors for the World Cup 2011. India, Srilanka and Bangladesh are co-hosting the mega event.