Sony India, the consumer electronics and IT products major, has appointed Hakuhodo Percept as its creative AOR (agency of record). The incumbent on the account was JWT.
The pitch process that began in November, 2011 saw participation from agencies such as JWT India, Lowe Lintas, Contract, Dentsu India, Law & Kenneth, BBDO India and Hakuhodo Percept. The size of the business is estimated to be more than Rs 100 crore.
Ryusuke Fukushima, deputy general manager, marketing communication, Sony India, says, "At Sony, we don't simply create products; we create real experiences and emotions. Imagination is at the core of our brand, and with each and every communication of Sony, we aim to inspire and unlock the power of imagination of our audiences."
Fukushima adds that they wanted to revisit the creative mandate for Sony India and partner with a firm which demonstrates the immersive Sony experience and showcases its DNA comprising of essence, promise and purpose. "Hakuhodo Percept's understanding of this industry, its skill in going beyond the brief and the ability to translate consumer insights into unique media touch points made us choose it as our creative partner for a unified Sony approach."
In November 2011, as a part of a regular annual process, Sony India started reviewing the creative duties for its entire product portfolio. Some of Sony India's brands include Bravia, Vaio, Cybershot, Handicam and Walkman.