Come March, Hewlett
Packard India is all set to launch its campaign, 'Yeh Hui Na Baat', for the Compaq Presario range of notebooks and desktops with Shah Rukh Khan as its brand ambassador. This is the first time the company has engaged a brand ambassador for its products. The creative agency for Compaq Presario is Publicis India.
Ravi Swaminathan, vice-president, personal systems group (PSG), Hewlett-Packard India, says, "The brand, Compaq Presario, entered the Indian market with its range of PCs in 1995. At that time, we used to sell approximately 30 units a month and I remember we celebrated when the number reached 100 units. However, in the past decade, we have travelled a long way and, today, computers have hugely penetrated even lower middle class homes."
He adds, "Our objective through this campaign is to bring about a paradigm shift and make computers available in every home across all SECs. In our attempt to do that, we needed an icon with universal appeal. And we could not think of anyone better than Shah Rukh Khan."
As a part of the promotional offer, Compaq Presario is offering an HP Deskjet Printer with the purchase of every Compaq Presario Desktop Computer and a mobile Internet card with the purchase of every Compaq Presario Notebook, both free of cost.
Khan, who claims to be a gizmo geek, says, "In the 21st century, desktop computers have become a household brand. I have seen computing add tremendous value to me both at work and leisure. Moreover, since I am a technology buff, I always wanted to get associated with an association that creates smart machines for smart individuals."
The marketing campaign will include electronic media, print, outdoor and merchandising.
For the record, HP provides technology solutions to consumers, businesses and institutions. The company's product offerings span IT infrastructure, global services, business and home computing, imaging and printing.
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