Hakuhodo Percept wins 100 Crore Sony India account

Hakuhodo Percept has been appointed the creative agency for Sony India, in mid February, after an almost 3 month, 7 agency pitch shootout.

Sony, the Global Japanese consumer electronics and IT product giant, is known for iconic brands such as Bravia, Vaio, Cybershot and Handycam; and Hakuhodo Percept’s creative mandate will be across the entire product portfolio.

The pitch process started during the month of December 2011 and saw the participation of agencies such as JWT, Lowe Lintas, Contract, Dentsu, Law & Kenneth and BBDO, with Hakuhodo Percept beating out the competition through a compelling mix of incisive strategy and innovative creative ideas. The team swept away the account from JWT, who was the incumbent agency for Sony India. The size of the business is pegged at well over Rs 100 crore.

Elaborated Elvis Sequeira- Executive Director, Hakuhodo Percept, “This is a fantastic, fantastic win for the agency. What makes me especially proud is that the team went in with one, clearly thought-through integrated idea and demonstrated the power of that with some sparkling work across media. Brands like Sony don’t come up for a pitch everyday, and to win against a tough field not only feels good, but tells the world how good we are. There’s been a little wave of energy sweeping through the agency and small initiatives we’ve been putting in place over the last month or two are now rapidly gathering momentum. A brand like Sony, a huge win like this – it’s the beginning of great things.

Confirming the development Ryusuke Fukushima – Deputy General Manager (Marketing Communication), Sony India said, “Hakuhodo Percept’s understanding of this industry, their skill in going beyond the brief and the ability to translate consumer insights into unique media touch points, made us choose them as our creative partner for a unified Sony approach.”

“We wanted to revisit our creative mandate and partner with a firm which demonstrates the immersive Sony experience and showcases its DNA compromising of essence, promise and purpose,” Mr. Fukushima added.

Hakuhodo Percept is all set to kick-start the creative campaign for Sony India and spread maximum visibility, showcasing the essence of the brand.

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