Kareena Kapoor is Sony Vaio's new face
04 Nov 2009
Japanese electronic giant Sony Corp's ultra-thin laptops will now be endorsed by a model with a size to match; Kareena Kapoor, who has made headlines for her size-zero figure, is the new face for 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," said Masaru Tamagawa, managing director, Sony India, adding that 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 in India, whose global empire encompasses semiconductors, movies and insurance, plans to strengthen its brand image in India 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 new Vaio TVC featuring Kareena, 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. Kapoor will continue to endorse Vaio brand for a year.
Shot in a tube, the television commercial shows Kapoor carrying the Vaio X, while the commuters envy the size of the laptop, as well as of its owner. The ad is targeted at the young working population, which demands efficiency, portability, easy usability and luxury. Vaio X weighs just a little over half a kilo and is 13.9 mm thick.
Meanwhile, Kareena is the newest celebrity to endorse a laptop, after Vidya Balan and Hrithik Roshan endorsed laptop brands Toshiba and Acer, respectively; while brother-sister duo, Saif and Soha Ali Khan were brand ambassadors for Lenovo.
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