When Bravia met Android

The Bravia Android TV from Sony brings the smartphone and tablet experience to television. Crafted by ITSA, the campaign is a funny take on television viewing habits in India.

Sony India has rolled out a digital campaign to showcase the features of its new product, Bravia Android TV, which was launched recently in India. While Andriod TV has been around for sometime now, the creative agency for the Bravia Android TV, ITSA, was briefed to specifically demonstrate what happens when Bravia meets Andriod.

The new Bravia Android TV 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. The Japanese firm has also added unique features such as 'Serial AbTak' for catching up with TV serials. Also, there is 'Notify Bravia', which is an exclusive app for uninterrupted TV viewing experience. It notifies customers about a call, SMS, or email.

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 members, all of whom ultimately benefit from the features of the new product.

The agency found a family for each of these features and conceptualised four different films. Shot in Delhi and Mumbai, the films highlight key 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.

Ritu Sharda, executive creative director - ITSA, who also directed the spots says, "All characters in these films have been inspired by real characters from my family, any resemblance is not coincidental and is completely intentional!"

Says Ryusuke Fukushima, head, marketing communications, Sony India, "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 films. I am delighted that ITSA has managed to deliver content that connects with our consumers."