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Modern India is all about the youth. Smart and cool, today’s youth strives to push the envelope in every possible arena, be it business, education, technology or high fashion. All of these aspects are highlighted in Sony’s latest TV commercial. The product showcased here is the new addition to Sony’s VAIO family- the Sony VAIO E series notebook. Like all other modern laptop computers, the E series comes fully loaded with an Intel i5 processor; Windows 7; a 15.5 inch full HD screen, the quick access WEB, VAIO and ASSIST buttons which allow the user to browse the web, use the media gallery and troubleshoot at the push of a button; Dolby home theatre system and HDMI output to watch media on HDTV’s.
The main USP, though, is its new age design: Sleek and sexy, the VAIO E series is the ultimate fashion accessory. Available in 5 different colours: pink, blue, green, white and black; and in both matte and glossy finish, it is the season’s must-have gadget. The glossy finish consists of a transparent cover over a dot gradation to give it the look of flowing water. The pink, blue and green versions are glamorous, contemporary and eye-catching, while the white and black notebooks present a look of corporate sophistication.
In India, this product was promoted by an edgy and posh TV commercial. Starring Kareena Kapoor, currently one of the most popular actresses in India, the ad focuses almost completely on the aesthetics of the VAIO E series notebook. It employs the catchy slogan “Go Vivid”, implying that customers should go for something bright and vibrant rather than the usual, dull black and white.
The ad is 30 seconds long and depicts Kareena as a young, urban woman, a corporate professional by day and a party diva by night, striding along carrying a VAIO E series notebook. She keeps changing her look throughout the ad, and the colour of the laptop also changes according to the colour of her outfits. The entire look of the ad is very chic and modern, depicting new age office spaces and sophisticated surroundings. The jingle is catchy and infectious. It ends with a display of 3 laptops: one pink, one blue and one green, on a black background, with the words GO VIVID written below it and a female voice announcing the same. It is a sleek and well produced ad, suiting modern sensibilities.
Sony has marketed this product heavily by screening this ad on a number of channels: the English language channels AXN and Star World, the major news channels NDTV, NDTV 24X7, Aaj Tak and music channels like MTV and Channel V. Sony has allotted a total budget of Rs. 20 crore for both Above The Line (ATL) and Below The Line (BTL) activities that involve print, electronic, online media and shop front marketing. It has already achieved a market share of 12% on notebooks and is targeting 20% in the Financial year 2010, aiming to sell around 12.5 lakh units.
Directed at a younger crowd, the ad very obviously targets people in the age group of 16-28, encompassing high-school students, college students and young urban professionals or yuppies. Again within this crowd, the ad is mainly aimed at female viewers as it focuses on the look and colour of the laptop rather than the technical specifications. Due to the glossy and catchy nature of the ad it has achieved its purpose moderately.
The ad is a great creative effort, trying to project the young and glamorous face of India. It scores major style points in its look, presentation and savvy image. Kareena’s off-the-runway couture and amazing hair and make-up increase the ad’s style quotient. But a major drawback of this ad is its lack of information about the product itself. It focuses only on the exterior, which may be a major turn-off for male customers, who may perceive the product as feminine. They may also get the message that this product is all gloss and no stuffing. This could probably damage the sales, because the laptop is actually packed with a number of superb features that are not showcased.
Many reviews have in fact declared the gadget as a very good console for gaming, a USP for young male customers, but the ad does not bother to push this fact through. The ad confidently falls back on Sony’s immense popularity and reputation and tries to push the glossy, vibrant exterior as not only a unique but also the only selling point. Thankfully, Sony’s products have always been technologically advanced and reliable. The brand VAIO has always been among the most successful and most reliable in the notebook market, and hence need not necessarily depend on this ad to boost its sales.
Ultimately, the new ad for the Sony VAIO E series is hip and cool. It effectively and effortlessly draws viewership, with its swanky and tech-savvy approach. It will surely touch the hearts and minds of young women. But with its jarring lack of technical details and focus mainly on the model Kareena Kapoor, it may probably not succeed in drawing customers to the stores.
As a marketing tool, it definitely increases the visibility and popularity of the brand as it appeals to the urban youth, who are the main spenders, and also because Kareena Kapoor is a household name in India. But it might just make the mistake of limiting the market base, as it appeals exclusively to the sensibilities of women. All in all, this ad could have been improved by adding a voiceover describing the technical specifications of the notebook during or towards the end, getting it endorsed by a male youth icon like John Abraham or probably releasing another version showcasing business-like black and white models in a corporate setting to broaden its scope and its target audience.
Rashmi Rajshekhar
(1 votes, average: 5.00 out of 5) Loading ...
It’s just about my curiousity on gadgets stuffs, and I would like to post it on my own blog, but I can’t make my blog as good as this one. I’ve been going to a manysite from every where, searching another blog references, articles etc, I like this blog and I believe this is the result from your blogging activities learning process, But I will try to make it better than ever, I hope you would be my blog friend, God bless you mate, and thanks for let me comment, from the bottom of my heart. Best regards.
I like the pink Vaio. I think selling a pink Vaio is the best idea that Sony has ever made since it started producing walkmans. Pink is a color universal to all ladies, transcending culture, race and religion. No wonder it’s such a best seller among girls. – Tanya Bayo
Keep up the good work. Everyone is opened to there opinion. Excellent blog here, i am still reading
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