MAM
Sony electronics feels it’s “like no other”
MUMBAI: Sony sees itself to be “like no other”. And they have decided to focus their brand positioning on this tagline. Sony electronics is implementing a major propaganda blitz for its electronics business, as part of its drive to get closer to its core markets and maximise growth in an increasingly competitive consumer electronics market in India.
The new positioning will see the introduction of the new advertising line “like no other” and will run in all markets around the world and across all of Sony’s electronics’ product categories from April 2005.
“Like no other” represents Sony’s DNA and legacy and will be used in marketing and communications to reaffirm Sony as the best in category and strengthen its product proposition for the home, office and mobile environments.
Sony India general manager (AV-IT division) Mohit Parasher said, “Sony’s strategy has always been to innovate and offer extraordinary technological insights into the consumer electronics market. The “like no other” campaign will build on this tradition. In essence, everyone that interacts or connects with Sony will experience a new exciting energy and momentum for the brand and its products.”
Sony Corporation, Japan set up Sony India in 1995 as a 100 per cent subsidiary. Today, the company’s sales and distribution has penetrated all major Indian towns and cities. The network currently comprises 2,200 dealers and distributors, 45 Sony World outlets, 91 Sony Exclusives and 14 direct branch locations.
Sony India has a strong service presence across the country with five company-owned and 137 authorised service centres. In a competitive Indian consumer durables market, Sony India aims to make a difference to people’s lifestyles and offer them new dimensions of enjoyment.
Working hand in hand with the domestic industry, the company hopes to achieve its goal through new age technology, digital concepts and excellent service.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
