Sony launches US$11.2 million Bollywood campaign for Vaio

JWT Delhi, which retained the Vaio account after a Sony agency review in February, has created a vibrant TVC for the ‘More colour, more style’ campaign. The clip, which sees Bollywood star Kareena Kapoor showcasing the diversity of the Vaio range, will be supported with extensive above and below-the-line activities in print, web and storefront displays.

Masaru Tamagawa, managing director of Sony India, said the campaign was all about making a lifestyle statement. He pointed to two successful Kapoor-led Vaio campaigns over the last two years in suggesting that the celebrity resonated well with the public as the face of the brand.  

By positioning the four Vaio series as tailor-made to suit the distinct lifestyles of customers and expanding its distribution network significantly with flagship Vaio stores, Sony is seeking to confirm the brand’s reputation as the fastest growing laptop brand in India.