BRAND: Sony Ericsson
AGENCY: Saatchi & Saatchi
BASELINE: I love the thump
DESCRIPTION: The delectable Hrithik Roshan 
grabs his Sony Ericsson W200i, and says: ‘The funk is here.’ Switching the device on, he gets high on the music and begins to dance. Next, two boys are shown dancing atop buses; a man dances inside his office, while two girls go wild with the music at a roadside cafe. A girl in a desi outfit too starts dancing on a busy street. Finally, a troupe led by Hrithik is shown dancing wildly, as non-stop music plays on, on their handsets. Hrithik takes a call on his handset and says that he is making the world dance. He signs off saying ‘the thump is here.’
4Ps TAKE: The perspiration signs are beginning to show even as the mobile handset war hots up. In a market dominated between Motorola and Nokia, the power idea is to grab a piece of the pie for Sony Ericsson. And what better way than to take the starry route? Hrithik Roshan takes on Motorola’s Abhishek Bachchan – make no mistake about that! The USP of the product: the music you can download and listen to. The music is called ‘thump’, thanks to the woofer effect feature that the phone comes loaded with; the communication is bang on with the tagline, “I love the thump”. The visual is pure eye-candy (at least for Hrithik fans!) and need we mention the reward to the prospect? But, of course, Hrithik! If he’s flaunting it, so should you! It’s your turn now to jump with the Sony-Ericsson W200i’s musical thump!
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
