Sony Cybershot® “Panorama Capture” Camera

Sony Cybershot is one of the best selling digital cameras in the world. For their new range of cameras which have 270 degrees panoramic capture ability, Sony got Deepika Padukone to send the message across to the Indian customers and Taylor Swift for the American customers. The main focus of both the TVCs is on the panoramic capture feature but they have been handled very differently.

Indian TVC

The Indian TVC shows a very glamorous Deepika Padukone getting ready and then taking pictures of herself. It very clearly shows that the camera has many features. And can focus easily according to constantly changing objects and light. Sony has done a very good job according to the Indian market because it is a known fact that Indians get attracted by glamour. They have shown that the camera has class and is also handy and small by comparing it to big cameras indirectly with the journalists’ DSLRs.

They have used the words “super-wide shot” instead of Panorama because the normal Indian public may not understand the term. They have also portrayed the camera as jewellery by taking a table-top shot of it with other jewellery pieces. Therefore they have made the camera a status symbol and the target audience is Page 3 and classy people. Also people who want to achieve that class can be the target audience. The TVC also catches everyone’s attention by the peppy song that is used, it has also been kept in mind that if the people have their television on mute, they will turn on the volume when the TVC comes on because the camera does not come on the screen immediately. Deepika Padukone doing make-up is sure to arise curiosity.

American TVC

The American TVC has Taylor Swift as the ambassador and a very wise choice since she is just as popular in the USA as Deepika is in India. The TVC is very simple and ‘event-free’ when compared to its Indian counterpart. A very casually dressed Taylor is shown as visiting the Sony building and an executive shows her the new camera and the panorama feature. There is no music and no bling. The camera is shown for what it is and the message is sent across very clearly to the potential buyers. The target audience for the camera according to this TVC is anyone and everyone. The American ad calls the feature as “iSweep Panorama” to make it sound more technical, since America is a very technology conscious society. A little humour is also added towards the end when a fan refuses to leave and holds on to the fence. But overall the commercial is purely informative and nothing else.

So when these two ads are compared the differences between the mindsets of the two countries’ markets are evident. Indians go for the looks while the Americans go for the actual technology. It is also very clear that Americans like to be to the point and thus reflected in their TVC while it is vice-versa for the Indian audiences.

Ridhu Bhatia

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