The campaign, conceptualised by Hakuhudo Percept, brings out the real emotions behind a great picture, inspired by the true story of a young photography enthusiast
Sarmistha Neogy | Mumbai | April 29, 2014
Sony India has launched its first-ever campaign – ‘There is more to a picture’ – for its range of Alpha cameras. The new TVC, conceptualised by Hakuhudo Percept, is based on the concept ‘how a picture makes us realise what we can’t see though our naked eyes’.
This campaign also focuses on Sony India’s strong growth in the DSLR segment. Sony has pumped in a budget of Rs 22 crore towards Alpha’s marketing and plans to increase the retail touch-points to 800 in FY14.
The 45-second TVC starts with Priyankar, a budding photographer in Kolkata, narrating his story after purchasing a Sony Alpha 58 camera and then writing to Sony about how he wanted to learn more about photography. Post his request, Sony arranged his meeting with the veteran photographer, Santosh Verma, who shares with him the golden trick of photography: “Don’t click pictures, but shoot stories”. The entire day, the two roam around the streets of Kolkata with their cameras, but Priyankar fails to comprehend Santosh’s advice. That’s when the veteran tells him to go home and shoot his mother’s hand. Like an obedient student, he does exactly the same thing, clicks different angles of his mother’s hand and finally manages to capture the real essence of her hand through the lenses.
The deep wrinkles, the old burnt marks, made him realise the extent of her sacrifice and spreading love which till date he had missed noticing. The TVC ends with him saying “Now I can see the world a little differently” as the TVC sign-off.
Along with the TVC, the campaign also includes setting up an online community for Alpha users and all photography enthusiasts. The micro-site has been conceived by Sony’s social media partner, MSL India. This online Alpha community is linked with other social media platforms to enable the users to easily share their photos, interact with experts, and pose questions to the community, along with a host of other activities.
Speaking about the launch of the Alpha campaign, Hori Masaaki, Head, Digital Imaging at Sony India, said, “At Sony, we don’t simply create products; we create real experiences and emotions. Sony India has been an undisputed leader in compact digital cameras, and we aim to replicate this success with our Alpha DSLR range. We are very excited with the market response to our efforts in 2013, when we launched several innovate and first-in-class models including the world’s smallest full frame DSLR. In 2014, we are further building on the foundation laid in 2013, and this high impact marketing campaign will create and strengthen Sony Alpha users’ community in India.”
Sabuj Sengupta, Executive Creative Director, Hakuhudo Percept, said, “We had a fresh, innovative execution to highlight the technical expertise of Sony cameras through human driven stories and generating conversation about the brand. In this TVC, we have brought out the real emotions behind a great picture, inspired by the true story of a young photography enthusiast who recently bought an Alpha and his experience with one of the most renowned photographers in the country.”
Client: Sony India
Creative Agency: Hakuhudo Percept
Executive Creative Director: Sabuj Sen Gupta
Associate Creative Director: Niloy Som
Vice-President: Saptarshi Sengupta
Creative Copy Group Head: Tripti Kakkar
Account Director: Rajesh Pillai
Production House: Dream Digital Inc
Producers: Anandi Ghose, Anirban Sengupta
Music Director: Neel Adhikari