Sony Ericsson which is struggling to maintain its market share in the handset market is adopting a change in brand communication and as part of next stage towards this the company will realign its visual identity and brand values revolving around the Entertainment quotient. The ‘make.believe’ message will now be adopted across all consumer communication campaigns.

The new campaign will focus on India as one of the important regions for the company.  The campaign will be incorporated in the launch of upcoming products Aino, Satio and Yari.

 “Fusing communication and entertainment has been at the core of Sony Ericsson’s offering since the start of the joint venture. ’make.believe’ aligns Sony Ericsson with the Sony Group companies and reflects the coming together of communication and entertainment. By re-aligning our brand and adopting ‘make.believe’ we further highlight our entertainment offering to consumers,” said Cathy Davies, Head of Brand Strategy at Sony Ericsson.

Speaking on the introduction of the campaign in India, Anil Sethi, President, Sony Ericsson India said, “Our realigned brand will play a vital part of our strategy in India to be seen as a Communication Entertainment brand. Consumers will soon experience this proposition in the Aino, Satio and Yari, which will soon be launched in India,” commented Anil Sethi, President, Sony Ericsson India.

Seven new colours will now be added to the liquid identity logo and a liquid energy will flow from the logo to give it a playful look and visually appealing for the digital age. The campaign will be run over interactive mediums such as digital and social media channels.