ITSA channels the modern Indian family in new campaign for Sony Bravia Android TV

Andriod has been seen on television for sometime and Sony is the latest entry in the game. The challenge was how to create its own niche in the market. The brief to ITSA India was pretty clear, to demonstrate what happens when Bravia meets Andriod.

While Andriod has met other brands, this was about Bravia meeting Andriod. All the new TVs will be able to connect to the Google Play store for downloading apps and will also support voice command for searching the Web or within Google Play. Sony has also added unique features to the TVs like ‘Serial AbTak’ for catching up with TV serials. Also, there is Notify Bravia, which is an exclusive app for an uninterrupted TV viewing experience by notifying customers about a call, SMS, or email.

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Family viewing has always been a core strength of television, but the digital chapter of Sony India’s Bravia Android TV campaign captures the quirky and unconventional side of the modern Indian family and its various members. All of whom ultimately benefit from the unique features of the Bravia Android TV.

Shot in Delhi and Mumbai, the films highlight key new features of the Bravia Android TV such as the Voice Search, Google Cast, Gaming for Android and Serial Ab Tak. The films range from a Broadway number – a ballad sung by a ‘Gamer’s Dad’ – all the way to the surreal, with an entire modern Indian family perched up on a tree. Without CG.

“We are looking at Bravia Andriod TV as a game changer in the television market. We have put features in the TV that acknowledges the changing television-watching habits of the Indian family. Our brief to ITSA was to create content that showcases the true use of the features without actually sounding like a product feature film. I am delighted that ITSA has managed to deliver content that connects with our consumers,” said Ryusuke Fukushima, head, marketing communications, Sony India.

“All characters in these films have been inspired by real characters from my family, any resemblance is alive, not coincidental and completely intentional,” sums up Ritu Sharda, Executive Creative Director, ITSA, who also directed the spots.

Credits –

Line Producer (Delhi): Babu Bhai