Kareena Kapoor is the face of new Sony Vaio

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 04, 2009
Sony Corp has roped in Kareena Kapoor as the brand ambassador to launch their new, size-zero, sleek laptops

Japanese electronic giant, Sony Corp has signed Kareena Kapoor -- who has made headlines for her size-zero figure -- to endorse its ultra-thin range of laptops, called Sony Vaio X.

"Kareena's blend of spirit and style, iconic status, success and charm match strongly with the Sony brand, which prides itself on innovative and cool design with substance," says Masaru Tamagawa, managing director, Sony India.

Speaking on the occasion, Tamagawa said, "With the launch of Sony Vaio X, the company is now targeting a market share of 20 per cent in the consumer PC market, by the end of financial year 2010. The company also plans to expand Vaio exclusive brand shops to 20 counters by FY 2010."

The maker of Bravia flat TVs and PlayStation video game consoles, whose empire encompasses semiconductors, movies and insurance, plans to strengthen its brand image this year, with an investment of Rs 200 million towards above-the-line and below-the-line activities, including print and electronic media, online, outdoor and shop-front.

The TVC, which will be on air in a week, is produced by Good Morning Films, while the creative agency is JWT.

It is for the first time that Sony has used a brand ambassador for its product range in India. "Sony's products are celebrities in themselves. But this time, the qualities of Vaio X that is slim, stylish and sexy, are also synonyms to Kareena Kapoor, which led us to choose her as the brand ambassador for this product range," says Maneesh Rangra, executive business director, JWT.

Shot in a tube, the television commercial shows Kapoor carrying the Vaio X, while the commuters envy the laptop's, and her, size zero.

The ad is targeted at the young working population, which demands efficiency, portability, easy usability and luxury.

Kapoor will continue to endorse the Vaio brand for a year.

Vaio X weighs a little over kg (lighter than Mac Book Air that weighs 1.36 kg) and is 13.9 mm thick (while Mac Book Air is 19.3 mm thick).

Earlier, Hollywood celebrity, Britney Spears was the brand ambassador for Sony. In India, Vidya Balan and Hrithik Roshan have endorsed laptop brands Toshiba and Acer, respectively; while brother-sister duo, Saif and Soha Ali Khan were brand ambassadors for Lenovo.

Now, after watching the off-screen couple in the Airtel Digital TV ad, we have to wait to see if Sony is keen on signing Saif too, considering that he has been the brand ambassador for Lenovo.

© 2009 afaqs!