Sony Vaio is currently running a campaign featuring Kareena Kapoor as the brand ambassador for its Vaio range of ultra-portable laptops.
The brand is now running a campaign featuring Kareena.
Watch the tvc here : Vaio
My first question is whether Sony need a brand ambassador for the Vaio brand ?. Vaio had some brilliant commercials and had built in a premium image without the help of any stars. So why now take the help ?
Sony is positioning Vaio not as a netbook but as the ultra-thin laptop and also as a lifestyle accessory. But a discerning consumer will think twice before splurging Rs 85000 for such a product. The brand is fighting for the market along side the competitor Mac Air.
The ad is also not very impressive because the focus is more on the brand ambassador than on the product. According to reports, the brand is trying to cash in on the " Size Zero " rage popularized by Kareena. The brand is feeling that consumers will find a connection between the " thin " Kareena and the " thin " Sony Vaio.
But I think that for a brand like Sony, it could have depended more on the creativity of the ad guys to make the brand popular than piggybacking on some thin stars