McCann Worldgroup to work on brand Intel in India

In a significant development, McCann Worldgroup (MWG) India has bagged the creative duties of chip manufacturer, Intel. The account will be handled on a project basis, afaqs! learns from the agency. The Delhi branch will work on it.

The brief received by the agency is only for Intel's PCs (personal computers). The work, afaqs! learns from the agency, will be "purely sales driven." The McCann team will provide a strategy and craft creative work with the sole objective of selling more PCs, with the Intel chip inside them, in the Indian market.

"With the market moving towards tablets and laptops, PC sales are down. We have conceived a strategy to give an impetus to PC sales," says the spokesperson, explaining the specific challenge facing the brand. The communication will include all mainline media channels.

Over the years, Intel's campaigns have evolved from positioning the brand as a mere chip manufacturer, to one that makes technology relevant to people, something that makes the PC the ultimate tool of creativity and self expression. In 2009, San Francisco-based Venables Bell & Partners created a brand campaign for Intel called 'Sponsors of Tomorrow' that attempted to capture the sentiment that the biggest strength of the brand will always be 'that which is yet to come'.

In October 2012, Intel's global creative agency Weiden+Kennedy (Amsterdam) created a TV campaign for Indian screens. The communication was part of a global campaign that was crafted for multiple markets and was released first in India. The commercial urged consumers to do something amazing, using their PC with Intel inside it. 'Go Do Something Wonderful' was the tagline used. The same campaign was rolled out in Hindi as well, with the tagline 'Chalo Karein Kuch Khaas'.

The objective of the campaign was to highlight the world of opportunities that opens up with technology and to convey the message that great things can be achieved with the help of an Intel processor-based PC. The campaign targeted the optimistic pool of youngsters and non-PC owners in India and other emerging markets. Rife with a sense of realism and drama, the campaign served to distance Intel from its classic 'behind the scenes' image that has been perpetuated by its famous 'Intel Inside' catchphrase, and take it a step closer to the consumer.

It may, however, be noted that Weiden+Kennedy has no role in the current campaign and MWG clarifies that it has nothing to do with the global campaign.

For the record, among McCann Delhi's key accounts are Coca-Cola, General Motors, Nestle, Dabur, Aircel, Mastercard, Perfetti and UNICEF.