Sony, the Consumer Electronic Giant is banking on the Cricket World Cup 2011 to boost sales of its Flat Panel BRAVIA High Definition TV sets. They have set a target of 40% market share during the Cricket World Cup season from January to March in India.
Now, How is this possible without a Strong Brand Ambassador? In this attempt, Sony has roped in the Cricket Captain of Indian team, Mahendra Singh Dhoni for an amount which was not disclosed! Managing Director of Sony India Masaru Tamagawa said at a media conference, “Cricket is the biggest sport in India. Dhoni and Sony are a perfect match.” He playfully called this campaign “Sony and Dhoni“.
While India is about to witness the Incredible game of Cricket in HD for the first time during this World Cup, Sony has joined hands with ESPN Star Sports as the ‘On-air Broadcast Sponsor’. Sports broadcasting in HD is expected to be a game changer and Sony has set itself a target to sell 2.5 lakh units of BRAVIA HD TV during this period. Consumers would have a wide choice of 20 Full HD models that include Full HD 3D TV, Full HD LED and Full HD LCD TV. Towards this end, Sony has plans for a Rs. 100 crore multi-media campaign with the new Brand Ambassador, Mr. Dhoni. This campaign would cover various media formats such as TVC, Print, Web, PR, Shop front and outdoor to maximize visibility.
On his association with Sony India, MS Dhoni said, “I am pleased to be associated with a futuristic brand like Sony. Cricket in HD will be the most incredible experience this season and through Sony, I would like to recommend this experience to our Indian audience. Sony, a cult brand has always offered excellent products and path-breaking technology to its consumers. It is now taking the HD phenomenon forward and I am proud to be a part of this initiative”.
To promote its HD TV Sales During the Cricket World Cup period, Sony India is offering free Airtel HD DTH connection on purchase of BRAVIA Full HD TVs. This offer will be valid from 1st February to 15th April 2011.