MAM
Sony to give VAIO a Rs 500 mn marketing push
MUMBAI: Sony India will be spending Rs 500 million on marketing its popular laptop brand VAIO as it pushes for a doubling in sales this year.
Sony will launch a new campaign, “More Colour. More Style”, with its brand ambassador Kareena Kapoor. It has allocated Rs 250 million for this campaign, leaving the other half to be spent on other promotional activities.
The brand campaign will be supported with above-the-line (ATL) and below-the-line (BTL) activities, including print and television commercial, Web, PR, cinema and shop-front.
Sony India MD Masaru Tamagawa said, “VAIO contributes 20 per cent to the total sales revenue of Sony India and, hence, is a very important part of our business. This year, our objective is to ensure that we offer a VAIO to meet the lifestyle requirements of every customer. We have an exciting product line-up of 62 models, a robust distribution network of 1500 outlets and heavy marketing investment of Rs 500 million to reach our business target of 500,000 units this year.”
Last year, Sony sold 250,000 units of VAIO and achieved a market share of 15 per cent. The company targets a 20 per cent share this year.
Kapoor said, “The essence of this new campaign is uniqueness, so there is VAIO to suit every style and speak every mood.”
Sony said it has a favourable record of Kapoor-led VAIO campaigns, doubling the sales of VAIO both the times. She was seen in 2009 (‘Size Zero’ campaign) and 2010 (VAIO E ‘Go Vivid’ campaign).
“The campaign is all about making a lifestyle statement and with Kapoor as the face of this campaign, we hope it will resonate well with our customers,”Tamagawa said.
Sony boasts of a laptop product line-up of 62 models, available in 16 different colours.
Sony is also ramping up its distribution network. “The distribution network will see an increase of about 700 outlets, raising the count to 1500 this year from 800 in the previous year. The company will also open 30 exclusive VAIO flagship stores this year, taking the total number to 50 as a dedicated VAIO channel,” said Tamagawa.
MAM
Valvoline launches FIFA World Cup 2026 global campaign
Campaign highlights fan journeys and mechanics powering travel worldwide
MUMBAI: From kick-off to kilometres, Valvoline is fuelling more than just engines this World Cup. Valvoline Global Operations has unveiled its global campaign for the FIFA World Cup 2026, spotlighting the journeys fans undertake to witness the game while quietly tipping the hat to the mechanics who keep those journeys on track. Titled “The Original Engine Oil. For the Driven.”, the campaign leans into the emotional and physical commitment of football fans travelling across cities and countries, reframing mobility as an integral part of the sporting experience.
At its core is Valvoline’s first FIFA World Cup-themed ad film, which parallels the evolution of the brand spanning over 160 years with the enduring passion of fans. Produced in Chile by We Are Laugh, the film stitches together moments of anticipation, preparation and connection that define matchday journeys, whether it’s a cross-country drive or a short ride with friends.
The narrative extends beyond fans to spotlight the often-overlooked ecosystem behind the scenes mechanics and service professionals who ensure every trip runs smoothly. The brand positions itself as a constant companion across these miles, reinforcing its legacy in powering mobility.
Valvoline Global chief brand officer Michael Kirtman said, the campaign celebrates both the fans who “go the distance” and the people who make those journeys possible.
The rollout has already begun in India and will expand globally in May, covering markets such as the United States, China, Australia, Canada, Thailand and Saudi Arabia. The campaign will be amplified through a multi-channel mix, including television, digital out-of-home, radio, social platforms and experiential activations.
In a World Cup defined by goals and glory, Valvoline is telling a quieter story, the one measured not in minutes, but in miles.
