'There's more to a picture', says Sony's ad for Alpha DSLRs
Sony India has rolled out a TV and digital led campaign for its Alpha DSLR range of cameras. Created by Hakuhodo Percept, the campaign also comprises an online community for Alpha users and photography enthusiasts - www.alpha.sonyapps.in. 'There's more to a picture' is the commercial's tagline.
The film features Priyankar, a young photographer. He describes how he loves taking pictures, but how he had never realized how photography would change his perspective on how he views the world. He shot his mother's hands once, and through the photo taken by the Sony Alpha, he could clearly see the creases that were etched in her palms over time; each line told of a sacrifice made out of love. He says that it is a picture that made him see what he couldn't through his naked eye. The TVC also highlights the new Sony Alpha community website.
Watch the 45-second TVC here:
The microsite, created by MSL India, has a more detailed 3-minute video that elaborates on Priyankar's story. It showcases Priyankar's interaction with photographer Santosh Verma, including places they visited and pictures they shot during the course of their day spent together. Sony claims that the online community is a platform for like-minded photography enthusiasts to discover and share their stories.
Speaking about the campaign, Hori Masaaki, head, digital imaging department, Sony India, said, "At Sony, we don't simply create products; we create real experiences and emotions. Sony India has been an undisputed leader in compact digital cameras, and we aim to replicate this success with our Alpha DSLR range. We are very excited with the market response to our efforts in 2013, where we launched several innovate and first-in-class models including the world's smallest full frame DSLR. In 2014, we are further building on the foundation laid in 2013, with this high impact marketing campaign that will create and strengthen Sony Alpha users'community in India."
Sabuj Sengupta, executive creative director, Hakuhodo Percept added, "We had a fresh, innovative execution to highlight the technical expertise of Sony cameras through human driven stories and generating conversation about the brand. In this TVC, we have brought out the real emotions behind a great picture, inspired by the true story of a young photography enthusiast who recently bought an Alpha and his experience with one of the most renowned photographers in the country."