ITSA India picks up Sony's personal audio business and launches campaign for PumpX

PumpX.jpgITSA Gurgaon has been appointed by Sony to spearhead the creative campaign for its Personal Audio products including MDR-XB950BT, a premium headphone and PumpX, a newly launched Bluetooth speaker.
The first campaign for PumpX marks Sony India's entry into the Bluetooth Speakers market with its equity of superior sound experiences. PumpX, the name, has been used as a verb, an activity. The film, directed by Raylin Valles from Ten Films, demonstrates the ability of its powerful sound in compact size, to blast away the troubles and chores of daily life with single tap connectivity and playing music to fade away all worries. The power of Sony PumpX to solve all problems of boredom, tension or pretension by starting a party at any anytime, anywhere is the crux of the campaign.

PumpX2.jpg"​It's a Sony, has been an iconic audio mnemonic that I grew up with. Today I am absolutely delighted to welcome this brand to ITSA. However, ​the categories ​the brand is playing in today, ​are challenging and I believe we can create work of global standard​", Emmanuel Upputuru, Founder and Chief Integration Officer, ITSA said.
The online digital engagement is driven by influencers launching their own parties and asking consumers to do the same. The aim is to have Pump X become a movement where more and more people party now that PumpX is here.
"We wanted a breakthrough in ideas to build on Sony's equity and clearly establish our superiority in the Audio category. ITSA's recommendations met this expectation, the ability to make our products and its uniqueness truly come through with our campaigns," said Ryusuke Fukushima, Head, Marketing Communications, Sony India.

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