Law & Kenneth, Delhi, bags Sony Walkman, Sony Xplod

Following a multi-agency pitch, Law & Kenneth, Delhi, has bagged the creative duties for two of Sony’s brands, Sony Walkman (the personal music player) and Sony Xplod (the car audio system). Prior to the pitch, Sony Walkman was being handled by M&C Saatchi, and Sony Xplod, by Bates Enterprise. The size of the business is estimated to be more than Rs 20 crore. There is no change on the media front; Initiative will continue to handle both brands.

According to a Sony spokesperson, the pitch involved McCann-Erickson, JWT and David, in addition to Law & Kenneth.

“Sony was a pioneer in launching personal music systems in the country, with the Sony Walkman,” says Anil K Nair, vice-president, strategic planning, Law & Kenneth. “In fact, the brand name ‘Walkman’ became generic with the personal music category.”

“However, with the emergence of cult brands/technologies such as MP3, iPod and various forms of digital music, the way music is consumed has changed,” he adds. “Our task will be to bring back the aspiration in owning a Sony Walkman.”

The youth will form the primary TG for this brand, particularly those who are bombarded with several choices early in their lives. “We want the Walkman to be one of the ten brands they swear by,” Nair says confidently.

The car audio system, Sony Xplod, will target those for whom music systems are less about showing off and more about enjoying music. The media mix will involve television, press, radio and outdoor, but the details are still to be worked out.

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