Sony Mobile to launch new campaign for Xperia in June

BANGALORE: Sony Mobile Communications (India) has launched three new models of its Xperia smart phones – Xperia U, T and Sola – in Bangalore.

The company will kick start the promotion for these models in June, which includes a mass media communications campaign with a TVC.

Sony Mobiles head, marketing Prasun Kumar said, “Based on the current market in India of around 150 million mobile phones, by 2015 the market size should be around 200 million units, of which the market for smart phones will be around 100 million. Xperia is a fundamental part, a cornerstone of Sony‘s strategy for smart phones, similar to the Bravia brand which represents our television sets and Vaio which represents our laptops. The smart phone is at the heart of the connected screen experience.”

On promoting the new models, Kumar added, “We will be on all the major channels, including GEC‘s, News, etc., as well as regional channels such as those of the Sun TV group, ETV, and Asianet.”

Sony Mobiles had launched the Xperia-S in April 2012 and its Xperia Facebook page has garnered over a million fans already. Industry sources revealed that Sony Mobiles has allocated around Rs 500 million for ad spends for this year. A lot of Sony Mobile creative work is done by Iris in India, while some also comes in from its global agency McCann. Media buying in India is through OMD.