Kareena and Sony VAIO: Two ‘size zeroes’

India is one of the fastest growing markets for personal computers. Over the last decade or so, laptops have started to be the preference over desktop PCs for the middle and upper middle class due to the crashing prices of laptops per day. It was always the preferred choice for affluent class when they even bought it for more than a lakh.

The cumulative sales of laptop and personal computers in India is around seven million and is likely to grow at 9.7 per cent compounded annual growth rate for the next five years. At present, the ratio stands at 35:65 with the dice loaded heavily in favour of personal computers.

Thus all the major laptop manufactures are present in India namely Sony, Toshiba, and Compaq, Acer, Dell, Samsung, LG, and Lenovo among others. India’s own HCL too is giving these foreign players a run for their money. Apple is a big player which though is surprisingly absent. You will rarely find a Mac unless it is bought from abroad by an Apple enthusiast.

All these players have a brand ambassador for their TV promotions. Compaq has Shah Rukh Khan which I find surprising since SRK isn’t known for this intellectual abilities with due respects. He is a fabulous performer but in films which are his domain. Acer has Hrithik Roshan whose case is similar to SRK. I do not agree to him as a brand ambassador for a laptop. Toshiba has Vidya Balan which is not just surprising but almost shocking. I really would like to know the reasoning behind her as a brand ambassador. Others such as HP, Lenovo, HCL LG, and others advertise but they do not have a specific brand ambassador.

Sony recently signed up Kareena Kapoor for launching Sony Vaio's (Video Audio Integrated Operation) new 'Size Zero’ laptops. The reason for signing her is easy to understand. It is one fo the most perfect fits for a brand. She was the first Indian brand ambassador of Sony Vaio. The actress was responsible for making 'Size Zero' a household term a couple of years ago. She is the only person who embodied what the brand stood for. And the new range of Sony Vaio's 'Size Zero' laptops is compact, classy, chic and sophisticated just like Kareena.

The audience could easily relate the product and Kareena. The TV commercial made is also classy and made considering the affluent class as the target market.