Case Study: How Sony India’s #CreateWithSony created engagement on Instagram

Sony India undertook an online campaign #CreateWithSony to keep participants engaged during the lockdown and hone their photography skills.

The case study explores the Sony Alpha India Instagram campaign and traces its reach on social media.

Category Introduction

Sony has been in India for the past 25 years and since then has been a pioneer in the Digital Imaging space. We have one of the widest portfolios of Digital Imaging devices, starting from a point and shoot cameras to the industry-leading Alpha mirrorless camera for professionals, hobbyists, and amateurs.  We have the widest range of a total of 56 Lenses including 10 G Master lenses. We also have consumer and professional camcorders to cinema camcorders including a wide range of accessories.

Brand Introduction

Sony India is one of the country’s leading consumer electronics brands, with a reputation for offering premium experience through new age technology, digital concepts, and excellent after-sales service.

Marketing Objective

Stay connected to your passion for photography even while you are at home.

Campaign Summary

The campaign was initiated by hosting live sessions with Alpha Artisans & influencers from different genres building up to a conversation about how they can be creative during the lockdown and keep working on improving their skills.

This was led by a call to the Sony Alpha community to participate and showcase their creative talent while staying home. The result is a mix of user-generated content in the form of images and videos, which nevertheless is helping the community to pick up the artistry of various photography skills.

Problem Statement/Objective

With the help of Sony Artisans, we tried to showcase how interesting content can be created within the confinement of home and how we can keep the creativity flowing despite the lockdown. We had a mix of content wherein you can work on content creation and also learn the artistry of various photography skills.

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The lockdown for photographers meant that they could not step out of their homes to pursue their passion for photography. Keeping this limitation in mind, we decided to come up with a campaign through which we could connect with our audience and inspire them to create images even while they were at home. The idea of the campaign was to persuade them to think creatively and engage them despite the current limitations.

Creative Idea

The final idea was to build a property with #CreateWithSony on Instagram. The audience needed to explore their creative potential, observe little things around at home, capture them through camera lenses, and share on Instagram with #CreateWithSony, and also tag SonyAlphaIn Instagram account. The objective was to inspire and engage them, building up the positivity.


The challenge was the creative blockage which one can face while being restricted at home. However, we encouraged participants to explore various genres of photography and we were surprised to see the results.

Initially, we received many entries for miniature photography, but we continuously motivated participants to explore other genres such as macro, table-top, and portrait photography. Our artisans and influencers played a very vital role in inspiring the participants by showcasing content around food vlogging, pet photography, unique mirror, and macro photography.


Social Media

This campaign was hosted on the SonyAlphaIN Instagram handle. Over time, we created a microsite on Alpha community page to make this a permanent property for our followers.

Owing to the success of the #CreateWithSony campaign, we decided to make it a permanent property by creating a microsite on the Alpha community. Sony Alpha Artisans and influencers involved include The Wedding Filmer, Nimit Nigam, Chintu Pathak, ShreyansDungarwal, Hrigandha Mistry, Kedar Bhat, and Shubh Mukherjee.



Total Impressions of 700k, cumulative Engagement of 189k, and 3k+ Entries on Sony Alpha India Instagram page.

Mukesh Srivastava, Head Digital Imaging Business, Sony India said “We wanted people to stay connected to their passion for photography even while they were at home and that’s how we came up with the idea of #CreateWithSony campaign”. He added saying, “This campaign helped participants discover the joy of miniature photography as we received many entries appreciating everyday life and little things around us. Some other popular genres included macro, portrait, tabletop, and indoor photography”.