MUMBAI: Sony sees itself to be "like no other". And they have decided to focus their brand positioning on this tagline. Sony electronics is implementing a major propaganda blitz for its electronics business, as part of its drive to get closer to its core markets and maximise growth in an increasingly competitive consumer electronics market in India.

The new positioning will see the introduction of the new advertising line "like no other" and will run in all markets around the world and across all of Sony's electronics' product categories from April 2005.

"Like no other" represents Sony's DNA and legacy and will be used in marketing and communications to reaffirm Sony as the best in category and strengthen its product proposition for the home, office and mobile environments.

Sony India general manager (AV-IT division) Mohit Parasher said, "Sony's strategy has always been to innovate and offer extraordinary technological insights into the consumer electronics market. The "like no other" campaign will build on this tradition. In essence, everyone that interacts or connects with Sony will experience a new exciting energy and momentum for the brand and its products."

Sony Corporation, Japan set up Sony India in 1995 as a 100 per cent subsidiary. Today, the company's sales and distribution has penetrated all major Indian towns and cities. The network currently comprises 2,200 dealers and distributors, 45 Sony World outlets, 91 Sony Exclusives and 14 direct branch locations.

Sony India has a strong service presence across the country with five company-owned and 137 authorised service centres. In a competitive Indian consumer durables market, Sony India aims to make a difference to people's lifestyles and offer them new dimensions of enjoyment.

Working hand in hand with the domestic industry, the company hopes to achieve its goal through new age technology, digital concepts and excellent service.