Sony zeroes in on the Upcoming World Cup to promote Its HD
Sony India has consolidated its No. 1 position in the Flat Panel TV segment with a target of 40-per cent market share during the Cricket World Cup season from January to March. While India is about to witness the incredible game in HD for the first time, Sony is proud to be associated with ESPN Star Sports as the "On-air Broadcast Sponsor".
Sports broadcasting in HD will be a game changer and Sony has set itself a target to sell 2.5 lakh units of BRAVIA HD TV during this period. Towards this end, Sony has plans for a Rs.100-crore multimedia campaign with the new Brand Ambassador, Dhoni. This campaign would cover various media formats such as TVC, Print, Web, PR, shop-front and outdoor to maximize visibility.
Elaborating on Sony India's plans, Masaru Tamagawa, Managing Director, Sony India, 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." He further added, "We have chosen 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."
Dhoni will be promoting Sony's high decibel "The Incredible Game in Sony High Definition" campaign during World Cup. This multimedia campaign will include more than 3,000 TVC spots across 19 leading channels, print campaign across 36 top media and a very impactful outdoor campaign with more than 100 billboards across the country. Apart from extensive web promotion, a dynamic shop-front will also be an integral part of Sony's communication campaign.
Sony India has also associated itself with Airtel through a consumer promotion. Sony India would offer free Airtel HD DTH connection on the purchase of BRAVIA Full HD TVs. This offer will be valid from 1st February to 15th April, 2011.
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