Consumer electronics major Sony India will invest Rs 50 crore towards marketing activities for its digital still camera category. The activities will include television commercials, print campaigns, outdoor and shop-front displays. Bollywood star Deepika Padukone is the new brand ambassador for the product. Sony is looking at a market share of 45% in the digital still camera category by the end of the current financial year. Kareena Kapoor is Sony?s brand ambassador for its Vaio laptops and Sony Ericsson mobile phone .
Masaru Tamagawa, managing director, Sony India, said: ?Sony has roped in bollywood actress Deepika Padukone as the brand ambassador for its digital still camera category. Sony will invest Rs 50 crore on marketing activities in the current fiscal.?
Sony sold over 5.5 lakh units of digital still cameras in 2009-10 and is now targeting to sell over 8 lakh units in 2010-11. The company currently enjoys 42% of the Indian compact camera market.
Tamagawa said, ?We aim to uphold our number one position in the digital still camera category with a market share of 45% by the end of the financial year 2010-11.? The total market for digital still camera is around 13 lakh units. It is expected to grow to 18 lakh units by the fiscal-end.