In a month, Sony will undergo a makeover. The channel, which has slipped several positions after the launch of other general entertainment channels, is launching a brand campaign -- starting with a brand film -- to reiterate its focus on featuring programming that is in-line with the times.
While general entertainment channels don't usually introduce brand campaigns, besides the launch campaigns, Danish Khan, marketing head, Sony Entertainment Television, explains why the channel has launched it. "For the longest time, there were only three GECs, and hence the need for a brand campaign wasn't felt. With a multiple-channel environment now, the brand and its attributes become critical."
While many observers state that people watch programmes, and not channels, Khan does not subscribe to that logic. "In these times, when there has been a proliferation of channels and with the emergence of the subscription model, the consumer is spoilt for choice. It becomes imperative to build and retain the brand in the consumers' minds," he explains.
Another big objective of launching the campaign is to be in sync with the changing mindsets of the viewers. Khan says that Sony is perceived as a strong brand. The campaign is only to reinforce the promise of adapting to the changing times, along with the viewers.
"While the viewer has global aspirations reflecting in his lifestyle, he remains rooted in traditions," Khan adds. That's the message Sony will convey through the campaign, 'Badal Rahe Hain Aap, Badal Rahe Hain Hum'. With this, the three-pronged offerings of the channel will be established: novelty, variety and content.
The brand film premiered on Sony during Jhalak Dikhla Jaa and will be aired extensively during the IPL matches. It will also be featured on the network channels and 16 other news, music and kids' channels. The message will be to watch out for Sony, May 25 onwards, post IPL.
The brand film has been developed by Leo Burnett and produced by Rising Sun Films. It features real- life moments, reflecting the changing attitudes and the unchanged basic values of society.
In a few weeks, there will be a multimedia campaign to announce the launch of the new programmes on Sony. At least five new programmes, fiction and non-fiction, will be launched, after the conclusion of IPL.