With Compaq creating innovative brand integrations on Kaun Banega Crorepati, show host and Compaq brand ambassador Shah Rukh Khan has successfully made the computer a central element on the show. While adding a regional association by terming the computer as ‘Compaq Dada’ or ‘Compaq Garu’, depending on the language of the participant, SRK has personified the computer.
Said Khan, “There is no room for ‘kuccha kuccha’ about the fact that the PC is today an integral part of our lives, empowering us to succeed. I am glad to be associated with the Compaq campaign that aims to empower the masses. As a techno-freak, the PC is a virtual extension of myself, and my best friend with whom I not only work but is also a good medium of entertainment.”
Khan further explained, “The essence of SRK-isms, as it has come to be known, such as the usage of terms like ‘Compaq Dada’ is not just about brand integration, but also stems from the inherent belief that Compaq has become a dear friend with the people on the show, and whoever has engaged with the PC.”
Commented HP India Head of Marketing-Personal Systems Group, Shuchi Sarkar, “Compaq’s ‘Kal Tumhara Hai’ campaign has been conceptualised on the strong belief that the PC empowers users to achieve their dreams. While in a television one can see other’s dreams come true, the PC enables the user to realise his own dreams. Our target is to make the PC the second or third durable in every household. In the 21st century, desktop PCs are not only a boon for professionals, but also a useful aid in children’s education. We are using the association to leverage SRK’s charisma and mass popularity to educate consumers on the proposition of empowering people with their PCs.”
Compaq is focussing on strengthening its ‘Kal Tumhara Hai’ consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.
Taking the thread from its brand integration initiatives on KBC, HP India is launching a special ad campaign, ‘Compaq Chowdhury’, with SRK. The ad will personify the computer to enhance the personal connect in regional flavours for its ‘Kal Tumhara Hai’ brand campaign. Similar to the regional taste that SRK adds on the show, the ad will be customised in the local lingo of different regions.
Sarkar added, “We will continue to create interesting brand integrations around KBC, while also spawning similar other initiatives to drive the mass appeal for the brand through SRK.”
Zenith Optimedia EVP Mona Jain said, “SRK is perfect for KBC. He fits naturally into Compaq’s objective in the show.”