Sony ropes in Katrina to join smartphone war

22 Feb,2013

By Writankar Mukherjee


Sony has roped in actress Katrina Kaif to launch its first made-in-India advertisement campaign for mobile phones next month and join the smartphone marketing war triggered by Apple iPhone.


The Japanese electronics major has more than tripled cellphone marketing budget to Rs 300 crore in 2013-14 besides signing Kaif for two years in a bid to aggressively push its Xperia range to take on the likes of Samsung Galaxy, iPhone, Nokia Lumia and BlackBerry in India’s booming smartphone market.


“Next fiscal, we will spend much more on promoting smartphones in India than we would do for Bravia televisions. It will be one of the biggest campaign ever for Sony India,” Tadato Kimura, marketing head at Sony India, said. He said the company wants to drive the business at a scale similar to its flagship television business. “Smartphones has been identified as one of the core areas of growth.”


The campaign, being executed by Hakuhodo Percept, will break next month along with the launch of new Xperia models.


It was Apple that triggered a marketing war in the Indian smartphone market by launching an EMI scheme for iPhone backed by an aggressive advertising blitzkrieg, which helped it double its monthly sales. And, according to IDC data, Apple increased its value share in the Indian smartphone market rapidly to 15.6% in the quarter ended December from 3.9% in the preceding quarter. Its share in shipments too jumped to 4.7% from 1.3%.


This prompted market leader Samsung to launch a mega advertisement campaign and reintroduce EMI scheme for its high-end Galaxy range of phones this week.


Source:The Economic Times

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