Sony goes big with Xperia

Sony has launched what it calls the most ambitious marketing campaign for the Xperia brand.

The integrated campaign, which will be deployed globally in more than 20 markets from next month, highlights Sony's technologies in the new Xperia Z smartphone.

Featuring a selection of Sony's products from the past, the campaign aims to reflect the consumer experiences that Sony can deliver by looking back at its history and showcasing its technologies today.

The investment for this campaign, according to Sony, was "significant" and "most ambitious" for the Xperia brand to date.

"Our latest campaign celebrates Sony's proud heritage of innovation and how the brand continues to touch the lives of people around the world," said Steve Walker, chief marketing officer of Sony Mobile.

The TVC, directed by Tarsem Singh, takes viewers through the Indian festival of Holi when thousands get together to experience the festival of colours with its coloured powders and water.

The setting, according to Sony, was perfect to showcase the Xperia Z smartphone for its water and dust resistant design.

The campaign will run across TV, print, digital, out-of-home and retail.