Thump or Rock?
Sony banks on Roshan’s litheness
It was
in end March that Sony Ericsson roped in Hrithik Roshan as its brand ambassador. Since then market watchers have been waiting with bated breath for Hrithik to make his first performance for Sony. Even before the ad hit TV screens, the comparisons began. Rival Motorola has Abhishek Bachchan on his side whose performance has been (so far) quite good. The deal became not just about Sony Ericsson and Hrithik; but pegged the latest Bollywood heart-throbs against one another viz, Abhishek and Hritik, in the endorsement arena too.
Taking forward the ‘I Love...’ theme of past commercials of Sony, the latest commercial of Sony Ericsson’s W200i with Hrithik Roshan says, ‘I Love the Thump’. The commercial starts with Hrithik in his bedroom and the first thing he does after waking up is put on the earplugs and switch on the music on his phone. The sound of music gets him into the dance mode. The next few scenes show people all over dancing atop buses, in office, cafes, et al. Finally, a troupe led by Hrithik is shown dancing, as non-stop music plays on their headsets. Suddenly, Hrithik gets a call and the momentum is broken. A voice is heard asking ‘What’s up’ to which he replies, ‘Nothing much, just letting the world free’ (English version). The ad ends with Hrithik declaring “The Thump is here.”
After the great success of its walkman series (remember ‘I love missing the last bus home’ ad?) the W200i is the latest addition to Sony Ericsson’s portfolio.
Talking about how the idea came up, Nandu Narshiman, Creative Director, Saatchi & Saatchi says, “The W200i Walkman phone has MegaBass with Bass Reflex Headphones and also offers a longer battery life. The concept of ‘Non-stop Thump Music’ came from these features of the phone.” The fit could not have been better. The phone is being peddled as a music machine and Bollywood’s dancing sensation – Hrithik Roshan with his Greek God looks is making the world dance in the ad. The ad tries to leverage maximum mileage out of this fact (gelling it with the theme of music and dance).
Without discounting his great looks, the ad focuses on his superior dancing skills, something that the whole Bollywood salutes. Riding high on his recent box office hits like Krrish and Dhoom-2, Hrithik has regained his status as the superstar of the country, which had slipped from his hands after his initial successes. “The key challenge was to get dates from a busy star and ensure that deadlines for launch were met, despite time pressures,” says Narshiman. Sudhin Mathur, GM-Mobile Communications, Sony Ericsson says that the brand has been moving up the recall ladder, of late, as a most persuasive brand. “We’ve always enjoyed a preference amongst youth and superstars, like Hrithik represent today’s youth,” he says. But despite the enthusiasm within the company for the thump, the ad has received a mixed response. While some are ‘thumping’ with it, others continue to rock... Here we’re talking of the clash between Motorola and Sony Ericsson. Remember Motorola’s ROKR ads, also positioned as a music device, which had Bachchan grooving? With both handset majors peddling phones with similar USPs, both with Bollywood superstars dancing to their tunes, let’s see who rings into most ears in the end. We love this game...
4Ps B&M Research: Surbhi Chawla
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
It was
in end March that Sony Ericsson roped in Hrithik Roshan as its brand ambassador. Since then market watchers have been waiting with bated breath for Hrithik to make his first performance for Sony. Even before the ad hit TV screens, the comparisons began. Rival Motorola has Abhishek Bachchan on his side whose performance has been (so far) quite good. The deal became not just about Sony Ericsson and Hrithik; but pegged the latest Bollywood heart-throbs against one another viz, Abhishek and Hritik, in the endorsement arena too.Taking forward the ‘I Love...’ theme of past commercials of Sony, the latest commercial of Sony Ericsson’s W200i with Hrithik Roshan says, ‘I Love the Thump’. The commercial starts with Hrithik in his bedroom and the first thing he does after waking up is put on the earplugs and switch on the music on his phone. The sound of music gets him into the dance mode. The next few scenes show people all over dancing atop buses, in office, cafes, et al. Finally, a troupe led by Hrithik is shown dancing, as non-stop music plays on their headsets. Suddenly, Hrithik gets a call and the momentum is broken. A voice is heard asking ‘What’s up’ to which he replies, ‘Nothing much, just letting the world free’ (English version). The ad ends with Hrithik declaring “The Thump is here.”
After the great success of its walkman series (remember ‘I love missing the last bus home’ ad?) the W200i is the latest addition to Sony Ericsson’s portfolio.
Talking about how the idea came up, Nandu Narshiman, Creative Director, Saatchi & Saatchi says, “The W200i Walkman phone has MegaBass with Bass Reflex Headphones and also offers a longer battery life. The concept of ‘Non-stop Thump Music’ came from these features of the phone.” The fit could not have been better. The phone is being peddled as a music machine and Bollywood’s dancing sensation – Hrithik Roshan with his Greek God looks is making the world dance in the ad. The ad tries to leverage maximum mileage out of this fact (gelling it with the theme of music and dance).
Without discounting his great looks, the ad focuses on his superior dancing skills, something that the whole Bollywood salutes. Riding high on his recent box office hits like Krrish and Dhoom-2, Hrithik has regained his status as the superstar of the country, which had slipped from his hands after his initial successes. “The key challenge was to get dates from a busy star and ensure that deadlines for launch were met, despite time pressures,” says Narshiman. Sudhin Mathur, GM-Mobile Communications, Sony Ericsson says that the brand has been moving up the recall ladder, of late, as a most persuasive brand. “We’ve always enjoyed a preference amongst youth and superstars, like Hrithik represent today’s youth,” he says. But despite the enthusiasm within the company for the thump, the ad has received a mixed response. While some are ‘thumping’ with it, others continue to rock... Here we’re talking of the clash between Motorola and Sony Ericsson. Remember Motorola’s ROKR ads, also positioned as a music device, which had Bachchan grooving? With both handset majors peddling phones with similar USPs, both with Bollywood superstars dancing to their tunes, let’s see who rings into most ears in the end. We love this game...
4Ps B&M Research: Surbhi Chawla
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.
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