HP makes the computer Personal Again

Company Release

New Delhi,May 31

Hewlett-Packard (HP) announced the roll out of its global integrated marketing campaign based on the theme 'The Computer is Personal Again' in India. The new campaign, driven by HP India's Personal Systems Group (PSG), focuses on the highly individual and personal relationship people have with their computers, unique to each user. The campaign will also make HP's own

approach to selling PCs more personal - putting greater emphasis on empowering users and enterprises.

HP is also introducing five new series of Notebook PC's, including the company's thinnest and lightest notebook, as well as a series of new handheld iPAQs to cater to personalized customer needs. Speaking at the launch of the new strategy, Ravi Swaminathan, Vice President, Personal Systems Group, HP India said, "The concept around this strategy focuses on the highly individual and personal relationship people have with their computers. The campaign will communicate HP's approach to personal computing which stems from the deep understanding of consumers and

the ability to develop products that fulfill their specific needs."

He further added, "Today, the computer is an extension of an individual whether it's about watching a movie or working on a confidential document.Technology is not simply about hardware - it's about enhancing the user experience by building innovations at every level of computing technology;right from designing; to ease-of-use, security and reliability as well as

maintenance and service."

HP has invested several hundred million dollars in this aggressive global 360-degree marketing campaign, which focuses on India as one of the key markets. 'The Computer is Personal Again' theme will run across all media,including broadcast, online, outdoor, print and viral marketing initiatives such as via Short Message Service (SMS), etc. Additionally, HP will be driving these core concepts and ideas through all internal and external PSG communications. Connectivity on the move is a must for today's business professionals.Understanding this increasing need for mobility HP has introduced five new series of business notebooks and one series of iPAQ handhelds to cater to specific customer needs:

* HP Compaq nc2400 notebook PC: a brilliant combination of form and

function ideally suited for frequent travelers

* HP Compaq 4400 series: versatile mobility showcased as ultra

portable notebook or convertible tablet

* HP Compaq nc6400 notebook PC: thin & light widescreen wireless

broadband delivering optimal connectivity and enhanced security

* HP Compaq nx7400 notebook PC: affordable widescreen to maximize

productivity

* HP Compaq 8400 notebook series: robust widescreen business

notebook

* HP iPAQ rw6800 Multimedia Messenger Series: dazzles in designer

silver

HP will emphasize on its approach to making PCs more personal - by focusing more on empowering users and enterprises. To achieve its goal of delivering the best customer experience, HP will be renewing its focus on offering its customers - consumers and businesses alike - the best product experience, the best buying experience and the service and support.Under its 'Total Care' program, HP offers a wide range of services to help customers choose, use and protect their products. HP Total Care program also assists customers in their transition from old to new products.

* Under the initiative, customers can call 1-800-42-54-999 or visit www.hp.com/in for personalized assistance while choosing HP products * Customers can call 1-800-112267, email india.customercare@hp.com or visit http://www.hp.com/go/instantsupport for instant support while using HP products

Shuchi Sarkar, Head of Marketing, Personal Systems Group, HP India added, "Our marketing strategy - a mission, really - is to develop a power brand for HP's Personal Systems Group in India. HP is focusing on creating a unique customer experience that transcends all business and customer

requirements, and in turn develops an emotional connection between people and the HP brand. The look of the campaign brings these ideas to life, with iconic images of a hand, its handwritten type, and relaxed, colloquial ad copy."

The campaign created by San Francisco based advertising agency Goodby,Silverstein & Partners, is being rolled out in key countries around the world in North America, Europe and Asia-Pacific. The campaign was launched in San Francisco on May 9, 2006.Publicis, HP's advertising agency for the Asia-Pacific region, will roll out the advertisements under 'The Computer is Personal Again' campaign in India,while Zenith Optimedia will serve as the media buying agency

For further information contact:

Atul Sharma

Genesis Burson-Marsteller