Dell has come up with its first ever major campaign in the Asia-Pacific and Japan region, beginning first with India, where it has a large and rapidly growing presence. The campaign celebrates India’s spirit of entrepreneurship through a new marketing initiative. Urging business owners to ‘Take Your Own Path’, the campaign is directed towards today’s entrepreneurial owners of India’s small and medium businesses (SMBs).
Mark Jarvis, Chief Marketing Officer, Dell, explained, “The spirit of this campaign is similar to our own company’s humble beginnings, when Michael Dell dared to take his own path to develop an entirely new kind of technology company. India is a strategic new, emerging economy for Dell, and today’s announcement underscores our commitment to it. Also, it marks a shift away from our industry’s conventional use of celebrity endorsers.”
The campaign showcases a remarkable list of business achievers from different walks of life – the ‘real heroes’ of business, including well-respected entrepreneurs like the pioneer of India’s business-process outsourcing industry, Raman Roy, CEO, Quatrro, and P Rajendran, Co-founder and COO of NIIT.
Understanding that the needs of customers is central to the ‘Take Your Own Path’ campaign, Dell’s new marketing effort is designed to improve interactivity with its current and potential customers by opening more channels for dialogue and discussions.
The campaign is part of the company’s focused SMB initiative, one of the top five priorities for Dell. It’s a key element of a larger outreach that will include the launch of a dedicated SMB portal, www.takeyourpath.com, where Indian SMB owners can converse with Dell directly about what solutions can best help them take their own path and improve their businesses. The portal will help bring the brand campaign to life using success stories from other entrepreneurs, business tips, and guidance to help make their aspirations of business success a reality.
Sameer Garde, Country General Manager, Dell India, said, “Dell is a leading IT supplier to large corporations in India and has much to offer to SMB customers. We have successfully launched SMB-specific products and announced a robust channel programme. This comprehensive campaign articulates what the Dell brand stands for to SMBs, and how we are best able to help customers fulfil their business aspirations.”
The campaign rollout will include a multi-phased launch with a media mix including print, out of home (OOH), digital media and broadcast spots, and extensive SMS messaging over the coming months. The brand campaign launch in India follows Dell’s earlier announcement of an enhanced global philanthropy strategy. India is the first country in which grant applications are being solicited for programmes that support education and digital-inclusion initiatives for ensuring the next generation’s success in the Connected Era.