The recent news of MS Dhoni pulled up by the ICC for a case of ambush marketing for Sony’s HD TV campaign wasn’t intentional. No publicity is bad publicity doesn’t apply to Sony. It is too big a brand. On the contrary, I feel Sony doesn’t even need the Indian captain MS Dhoni too.
It was rather surprising to see that Sony has signed on a brand ambassador for its TV brand. They had Kareena Kapoor for its VAIO laptops. It was a brand fit since Kareena was in the news for her ‘size-zero’. And the new laptop was positioned as a ‘size-sero’ laptop with its thin width. Hrithik Roshan was brand ambassador for Sony Ericsson cell phones. But Sony never had a brand ambassador, at least in India, for its flagship product, TV. Many people might not agree but for Sony, I think TV is their best selling product.
Sony is one of those brands which really has an effect of envy for the non-owner. It’s one of those distinctive brands which is ahead of its competition in terms of brand equity in India. Dhoni or no Dhoni, Sony TVs would have sold. Moreover, I don’t think Dhoni is a brand fit for Sony. Although MS Dhoni is a cricketer par excellence as an individual player, world cup (T20) winning captain and captain of no 1 test playing team, and Sony is excellent in its quality, they some how don’t go together. Dhoni is quite young whereas Sony is a legendary brand. Sachin would have been a more apt choice. I can already see many people up in arms and refuting my choice. It is just a point of view and a different view. Not that I am right. Sony would have their reasons and rationale. Its just that I have a slight diverse take on it.
Considering the creative side of the TVC, I am disappointed. Clarity is a very obvious differentiation that they are talking about. A very clichéd representation.