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Sony launched its new Cyber-shot digital camera in April this year. It is the world’s first digital camera with the sweep panorama function, which enables you to capture beautiful, wide pictures in just one sweep. Sony has appointed Bollywood actress and former model, Deepika Padukone, as the product’s brand ambassador and recently launched an advertisement with her in it. The ad is set up against the backdrop of a model getting ready for a high-profile ramp walk. It shows Deepika walkig the ramp, posing with the camera and taking a super-wide shot of the entire audience. I have never owned a digital camera. I thought purchasing one was a waste and instead I could use my phone for clicking pictures, until I saw this ad on television. I could connect,and identify myself with it.
The camera has a classy, sleek and glamorous feel to it, and the ad has done well to put that across. It shows Deepika dressed in a gorgeous back gown. She tries on some accessories to go with it, but doesn’t like any and picks up the camera instead. Even minute details such as the decor, the dim lighting, the candles and the pearl necklace manage to create an aura of style. Deepika walks the ramp only for around 30 seconds, but she does it with such poise and attitude that it is bound to create an impact. In my opinion, she pulls off the act as if she were a true supermodel. The previous camera ads that we have seen show people taking pictures of beaches, mountains and other landscapes. That is what a camera is meant to do; so how does it convey anything extra? The Sony ad, on the other hand, shows the camera as an accessory that adds spunk to your personality. It is a fresh idea and what better than a fresh face to go with it?
The ad aims to target the younger generation. There are many new technological gadgets coming into the market these days. The youngsters who belong to well-off families are always on the look-out for better versions of the previous models. They have become brand conscious and pay a lot of attention to the way they look, and their look is not just restricted to clothes; it also includes the kind of mobiles, laptops, iPods, they possess. The Cyber-shot camera ad that we are talking about has a classy look to it, and Sony is a trusted brand. The product is a mix of style and substance, and the ad manages to convey that.
Today, Deepika is one of the youngest leading ladies in Bollywood and is considered a youth icon. Obviously, youngsters look up to her and will follow her lead. Her endorsing the brand will definitely attract the younger generation to it. Though, the disadvantage could be that the ad might attract the female population more than the male population. It’s obviously the girls who follow the trends Deepika sets. The ad is also inclined towards the feminine side, and might not go down well with the boys. They might think of it as a ‘girly’ product. Sony should have probably come up with a gender-neutral ad if their aim is to target a larger population base.
I think that the concept of the advertisement is nice and different. As I mentioned earlier, it conveys all the qualities that are associated with the camera. The choice of Deepika as brand ambassador is a smart one, because of which the audience seems to have taken notice of the ad. It is not one of those ads that people will skip through, and this will surely increase brand visibility. I, for one, am considering buying the Cyber-shot. Say cheese!
Roohi Mahapatra
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A digital camera can store many mone pictures
then an ordinary camera. A digital camera takes
pictures by converting the light passing through
the lens al the front into a digital image.