Sakshi Advertising claims in papers filed in a Dubai court that local Sony distributor Jumbo Electronics – and Sony Middle East itself – reneged on a marketing campaign deal.
According to the Business Wire Middle East news website, the agency maintains that it produced a ‘cowboy-themed’ campaign for Jumbo and Sony in 2010 that was originally approved by the clients with the proviso that the costumes worn by the characters depicted should be altered to Arab dress to appeal to the local market.
Skashi claims the campaign was temporarily put on hold but then launched globally sometime later without its permission.
The agency’s chief executive, Atul Dhawan, says his company ‘felt cheated’; neither Sony nor Jumbo were quoted by the news agency and the case continues in the local Dubai court.