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Intel: Discovery on-ground

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 23, 2013
The Indian arm of the global chipmaker has launched an on ground experiential campaign to increase the relevance and demand of personal computing devices and drive domestic adoption of technology among masses in India.

The Indian arm of the global chipmaker, Intel, has initiated the second phase of its 'My Discoveries' campaign across 40 cities in 10 states of the country. The campaign is an on-ground experiential programme that provides consumers with an experience of the possibilities that a personal computer (PC) can bring into their lives.

On-ground activation by Intel

The OOH ad

The print ad

Sandeep Aurora

Intel India's volunteers present across all these cities have built special interaction zones at high congregation areas such as malls and markets to interact with people by showcasing how their PC can interplay with their personal devices such as cameras, MP3 players, tablets and phones.

Special trainers at these zones teach people how to create their own music and montages, share playlists and photo albums, browse the internet and other aspects of computers. They also help consumers ascertain their personal computing needs and recommend the best personal computing device suited for them.

The media mix of the campaign also includes OOH, radio, digital and print. The creatives for the campaign have been designed in a language specific to the state.

The campaign uses advertisements in Deccan Chronicle, Amar Ujala, Divya Marathi, Sakshi, Matrubhumi and other print publications. On the digital front, it is driving conversations around the campaign on its Facebook page.

The second phase kick started on May 7 and will run for six weeks across Rajasthan, Punjab, Maharashtra, Karnataka, Uttar Pradesh, Gujarat, Tamil Nadu, Kerala, Andhra Pradesh and West Bengal.

The campaign targets youth and the people who want to buy their first PC.

As a part of the campaign, nine PC original equipment manufacturers, four telecom service providers, Croma and Reliance Digital are providing exciting deals to the consumers. In addition, buyers of Intel processor-powered computers can avail exciting offers from respective vendors/suppliers, on anti-virus software from McAfee, entertainment content from Ditto TV and Hungama and also avail free downloads of Intel Easy Steps digital literacy programme to learn how to use their personal computer better.

The main idea of the campaign is to increase the relevance and demand of personal computing devices and drive domestic adoption of technology in India.

Sandeep Aurora, director, marketing and market development, Intel South Asia, says, "In today's day and age, users want more than just a personal computer. Today personal computing devices are an extension of the users themselves with the internet and compelling content being the centre point of the user's experience."

Intel launched the first phase of the 'My Discoveries' campaign in March targeting college youth, IT hubs and corporate parks to demonstrate the interaction between multiple technology experiences in a connected world. The chipmaker claims to have engaged with more than 30 lakh youngsters though this campaign.

According to a report, Intel has been dominating the PC microprocessor market for the last two decades. It derives approximately 70 per cent of its revenue from the PC market. The company has been present in India for over 25 years and offers processors, motherboards, chipsets, server components, ethernet products, wireless and other products to both local consumers and corporates.

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