Sony Mobile has revealed a marketing campaign with Indian festival of colors Holi in the backdrop for its Xperia smartphones.
The integrated campaign, which will be deployed globally in over 20 markets across TV, print, digital, out-of-home and retail from March 2013, highlights the best of Sony’s technologies as found in its new premium Xperia Z smartphone.
“The launch of our new flagship Xperia Z smartphone marks a milestone as it truly brings together the innovative Sony technology, entertainment and connected experiences into a single device,” said Steve Walker, chief marketing officer at Sony Mobile.
By utilizing the skills of director Tarsem Singh, the Sony Xperia campaign takes consumers on a colorful journey to experience the vibrancy and excitement of the Holi festival in India.
Indian Festival of Colors Holi
Every year thousands converge to witness this festival of colour with its explosion of coloured powders and water, creating a new setting for the Xperia Z smartphone, with its water-and dust resistant design, to beautifully capture, share and enjoy this visual spectacle.
According to Sony, Tarsem’s stunning visuals have been perfectly complemented by David Bowie’s aptly titled classic track ‘Sound and Vision’ which was specially remixed by Sonjay Prabhakar.
Director Tarsem began his career in music video creation, making his name with his music video for R.E.M.’s track ‘Losing My Religion’ which won the MTV Video Music Awards ‘Video of the Year’ in 1991.
His feature film directorial debut came with the visually striking The Cell (2000) and since then, he has become known for his trademark colour-saturated and vibrant visual style. His other films include The Fall (2006), Immortals (2011) and most recently Mirror Mirror (2012) starring Julia Roberts.
“The Xperia Z has one of the most incredible screens you can think of for today,” commented Tarsem. “It really records colour vividly and this festival of Holi is about as vivid as you can get.”