Weekend Fun: Sony looks to demarcate sound and noise, with second season of 'Project Resound'

July saw Sony Headphones return with the second season of 'The Project Resound' campaign. 

 

The campaign conceptualised by OgilvyOne aims to convey that many genres are best heard in a pure form; hence the need to hear sound the way it’s meant to be.

 

The campaign ‘Upgrade your ears’ kicked off with Kailash Kher and Shreya Ghoshal in a ‘web concert’ in its first season.

 

Project Resound Season 2's line of artistes include Benny Dayal, Nucleya, Karsh Kale, Vishal Dadlani and his band Pentagram.

 

 

Sonia Sundaram, senior creative director, OgilvyOne Worldwide, said, "Music can have any expression or language, but its etymology rests in one word – purity. The essence of world music today, echoes the pure ragas that India gave to the world centuries ago. You can change the face, not the essence. The Project Resound puts purity above all else. This generation of music lovers are restless, free-spirited and fanatical in their choice of music. But they seem to be lacking the ability to distinguish between sound and noise. Sony Headphones gave us the platform to wake up their senses and upgrade their ears to demanding pure sound. The brand fit was perfect. For pure music you need specially engineered headphones that give you ‘uncontaminated sound’."

 

She added, “This is a longer fight, because it’s about breaking a habit and changing it. And we don’t wish to be preachy; we want to talk in a language that this generation understands - music. It is only when you actually pick up a Sony Headphone and listen to your favourite playlist that you understand what you’ve been missing all along.”

 

Credits

 

Client: Sony India

DGM Marcom: Ryusuke Fukushima

 

Agency: OgilvyOne Worldwide Delhi

Senior creative director: Sonia Sundaram

Client servicing director:  Tejwinder Anand

Associate creative director: Kousik Panda