Brands
Sony tunes out of the home entertainment game
TOKYO & SHENZEN: Sony is admitting what the market already knew: it can’t hack it in televisions anymore. The Japanese firm has signed a memorandum of understanding with TCL Electronics to hive off its entire home entertainment business into a joint venture. TCL, China’s TV titan, gets 51 per cent. Sony keeps 49 per cent and its dignity—just about.
The new outfit will peddle screens and soundbars globally under the Bravia brand, handling everything from design to delivery. Sony brings its vaunted picture-processing wizardry and the sort of brand cachet you can’t buy (though TCL is essentially doing just that). TCL contributes manufacturing muscle, vertical supply chains and the kind of cost-cutting that makes accountants weep with joy.
The pair hope to ink binding agreements by the end of March 2026 and switch on operations in April 2027, assuming regulators and assorted conditions don’t scupper things. Sony president and chief executive Kimio Maki pledges “captivating audio and visual experiences”. TCL chairperson Du Juan promises “superior products” and “greater scale”. Corporate-speak aside, the subtext is clear: Sony’s bowing out whilst keeping a foot in the door.
The television market keeps ballooning—bigger screens, sharper pixels, streaming platforms galore. Sony reckons combining forces will let it chase this growth without shouldering the full burden. TCL, meanwhile, gets a shortcut to premium credibility.
It’s a tidy bit of dealmaking. Everyone saves face. Sony offloads a business it couldn’t profitably run. Its share of the global television market has shrivelled to less than two per cent, battered by Korean behemoths and Chinese price-cutters. The company now wants to focus on what it does best: films, music and gaming. Why wrestle with razor-thin margins on flatscreens when you can sell Spider-Man sequels?
For TCL, it’s a coup. The Shenzhen-based manufacturer has spent years perfecting display tech and slashing costs, but lacked the cachet to crack the premium market. Now it gets Sony’s revered image processing, supply-chain nous and, crucially, that four-letter name that still means something in living rooms from London to Los Angeles.
But make no mistake: this is retreat dressed up as strategy. Sony once defined home entertainment. Now it’s splitting the bill.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
