Sania reveals Bond’s secrets

Entertainment channel Sony PIX has roped in youth icon Sania Mirza in a never seen before avatar of the trainer at the PIX School of BONDing. The event was held at Park Hyatt on Friday. The tennis star will be seen giving tips on how to woo your way to a woman’s heart, the Bond way. The PIX School of BONDing will showcase all the Bond titles ever made on the fascinating British spy, clubbing old world charm with modern day mysteries for the next 12 weeks starting November 22 every Saturday at 7 pm and 9 pm.

Talking about the association, an excited Sania Mirza says, “I have always been a die-hard James Bond fan and I love watching his movies. Sony PIX’s School of Bonding is a great way to show my love for both. Besides when I received the brief and learnt of my character as a Bond trainer, I was completely ecstatic.”

Saurabh Yagnik, executive vice-president and business head, Sony PIX & AXN, adds, “Through this campaign we have sought to amplify his style, charisma and most importantly the evergreen attitude which makes him the ultimate man. The iconic Sania Mirza articulates this and how he woos his way to a woman’s heart.”

Talking about why the channel chose Sania Mirza as the face of this campaign, Saurabh Yagnik, commented, “Our objective was to create a differentiated and disruptive proposition. From here germinated the thought of portraying BOND’s attitude and desirability through the eyes of a woman.

We wanted the face of the campaign to be a popular youth icon and that too in a never seen before avatar. With this brief, having Sania on board not only met our criteria fully but also blended with the PIX philosophy of ‘wow’, ‘cool’ and ‘with a twist’.”