Sony India’s Smart Use of Celebrity Endorsements for Tech Marketing

Sony India blends innovation, emotional branding, and celebrity endorsements to build trust across its product categories. With ambassadors like Karan Aujla, SS Rajamouli, and top creators, Sony uses digital-first promotions and a strong entertainment network to stay relevant.

Sony has always been one of the most trusted names in electronics. In India, the brand continues to grow because it mixes technology with strong storytelling, relatable personalities, and smart digital campaigns. A major part of Sony’s success comes from how they use celebrity endorsements, influencer partnerships, and entertainment-driven marketing to stay relevant across age groups.

Below is a full breakdown of Sony India's approach, including their recent celebrity tie-ups, digital marketing strategy, and the techniques that help them stand out.

Sony’s Marketing Strategy in India

• Innovation at the Centre

Sony builds its campaigns around simple, relatable storytelling that highlights real product benefits. Instead of complicated tech terms, they focus on how their products improve everyday life. This helps people understand the value of audio, camera, TV, and gaming devices in a simple way.

• Digital-First Engagement

Sony puts most of its promotion on digital platforms. They use social media, YouTube, targeted ads, and online community campaigns to reach young audiences. Their digital approach helps them talk directly to tech-loving users through simple content, product demos, creator videos, and interactive promotions.

• Emotional Connection Through Branding

For Sony, marketing is not just about features. Campaigns like “Make. Believe” and “Be Moved” focus on emotions—joy, creativity, music, entertainment, and connection. This gives Sony a warm and friendly brand image.

• Using the Sony Entertainment Ecosystem

Sony uses its biggest advantage—its entertainment network. With Sony Music, Sony Pictures, PlayStation, and Sony TV channels, they cross-promote products through movies, songs, shows, and gaming. This builds a strong, unified brand image across different media.

• Experiential and Immersive Campaigns

Sony also focuses on real-world experiences. A global example is the PlayStation 5 launch that turned London Underground signs into PlayStation symbols. In India, Sony hosts photography events, gaming meetups, and music-based showcases to help people try products in person.

How Sony Uses Celebrity Endorsements

• Product-Focused Brand Ambassadors

Sony picks celebrities for specific product categories, so the personality always matches the product. This makes the message stronger and more relatable. For example, they choose music artists for audio products, filmmakers for TVs, and photographers for cameras.

• Long-Term Creative Partnerships

Sony prefers long-term partnerships where celebrities help shape the content and product story. A global example is the collaboration with singer Olivia Rodrigo, where she helped design special LinkBuds and EQ settings. These long-term tie-ups build deep brand trust.

• Influencer Marketing & Product Seeding

Sony works closely with creators in gaming, photography, and music. They use sponsored videos, reviews, unboxing clips, and product gifting to spread organic word-of-mouth. A famous moment was when Sony sent a special cake with a controller to PewDiePie, which went viral.

• Localized Celebrity Promotions

In India, Sony uses regional and national celebrities to connect with local audiences. They choose people who match Indian tastes, lifestyles, and entertainment trends, making the brand feel closer to everyday consumers.

• Product Placement in Movies & Shows

Sony frequently places its products in movies, TV shows, and global films like the James Bond franchise. This helps create an aspirational image and positions Sony as part of modern lifestyle storytelling.

Sony India’s Celebrity Endorsements Over the Years

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• Karan Aujla – Audio Category (Current Ambassador)

Punjabi music star Karan Aujla is the current face of Sony India’s audio lineup. He promotes the ULT Power Sound Series, which includes headphones and speakers like the ULT TOWER 9 and ULT FIELD 5. The “King Meets The King” campaign connects Sony’s deep bass sound with his strong music style.

• King – SRS-XV800 Campaign

Before Karan Aujla, Sony collaborated with rapper King for the SRS-XV800 speaker campaign. His fresh, youthful music style helped Sony capture a young Indian audience that loves party sound systems.

• SS Rajamouli – Bravia 4K Smart OLED TVs

Sony selected director SS Rajamouli to endorse their premium TV range. His name is closely tied to cinema-quality visuals, and this helped Sony promote features like high-end picture quality and cinematic colour richness.

• Sony Alpha Community – Photographers & Filmmakers

Sony’s Alpha influencers include well-known Indian creators such as Joseph Radhik and Oscar-winning filmmaker Kartiki Gonsalves. These professionals use Sony cameras for weddings, films, and documentaries. Their real work builds huge trust for Sony among photography lovers.

• Deepika Padukone – Cyber-shot Cameras

During the early stages of her career, Deepika Padukone endorsed Sony’s Cyber-shot cameras. The campaign centred around stylish design and features like Sweep Panorama to match her bright, youthful persona.

• Katrina Kaif – Xperia Smartphones

Katrina Kaif promoted the Xperia range of smartphones. These campaigns targeted young mobile users with features like camera quality, slim design, and entertainment-friendly performance.

• Kareena Kapoor Khan – VAIO Laptops

Kareena Kapoor was the face of Sony’s VAIO X series. The campaign highlighted the laptop’s thin, lightweight design, tying it to her modern and elegant public image.

Why Sony’s Celebrity Strategy Works

• Clear Targeting With Every Ambassador

Sony matches ambassadors with products they genuinely connect with. This keeps the message simple and believable.

• Emotional Storytelling Instead of Hard Selling

Celebrities help Sony talk about feelings—music, creativity, entertainment, and lifestyle—making the brand easy to relate to.

• Strong Support From the Entertainment Ecosystem

Sony’s global network helps amplify campaigns across movies, shows, music, gaming, and events, giving every endorsement an extra push.

Conclusion

Sony India’s marketing shows how a global brand can stay relevant by mixing technology, emotion, entertainment, and the right celebrity faces. Their product-based ambassadors, long-term creator partnerships, and digital-focused campaigns help them reach Indian consumers in a simple but powerful way. This approach continues to strengthen Sony’s position in audio, TV, camera, and gaming categories across India.

Find the Right Celebrity for Your Brand

If you want your electronics brand to grow like Sony and connect with people in a clear and strong way, choosing the right celebrity can make a big difference. We help you find celebrities and influencers for celebrity endorsements, event appearances, and influencer marketing. Whether you want a familiar face for digital ads, tech promotions, or product launches, we help you choose the perfect match for your brand.