‘Dream Big’ is the mantra for HP-IPG. And supporting the company in this campaign is none other than Shah Rukh Khan. The campaign focuses on the empowerment of small and medium businesses, in sync with HP’s core philosophy of delivering simple and rewarding technology experiences. By creating an experience that transcends all business and customer requirements, ‘Dream Big’ aims to help develop an emotional connection between people and the HP brand.
The campaign has been devised by Publicis, HP’s advertising agency for the Asia-Pacific region. It involves an aggressive 360-degree approach covering broadcast, online, outdoor, print and viral marketing initiatives such as SMS. HP will drive these core concepts and ideas through all internal and external IPG communications. Zenith Optimedia will serve as the media buying agency, while the TVCs have been directed by renowned ad and feature film maker, Pradeep Sarkar.
Mohit Abrol, Country Marketing Manager-Imaging & Printing Group, Hewlett-Packard India Sales Pvt Ltd, said, “The campaign’s objective is that as a market leader in printing industry in India, HP strongly believes in paving the road ahead for the industry. Towards this, HP has always made strategic marketing investments to grow and develop various segments. HP has had a strong focus on the growing SMB segment in India and is now making a strategic marketing investment with the new marketing campaign into the SMB segment to ameliorate business growth. SRK embodies success, confidence and smartness, and being ‘the King’, he reflects and associates seamlessly with brand HP.”
“The concept behind the ‘Dream Big’ campaign was that achievements are about a dream envisioned, pursued with determination, and enabled by the making right choices. This campaign highlights HP as the brand of choice for SMBs, focusing on our product basket in the Officejet AIO’s and LaserJet MFD’s category. It highlights how these products can assist SMBs to boost productivity and optimize printing environments, by way of multi-functionality and associated benefits offered,” Abrol added.
Emmanuel Upputuru, National Creative Director, Publicis India, said, “Shah Rukh came to Mumbai with probably nothing but a dream in his heart. Now, we all know where he has reached. He is probably the best example of what can happen when you dream big. That’s exactly the message HP wanted to share with its consumers: Dream Big. HP’s world class technology will empower them on their way to success.”
The TVC broke July 5 across major channels. "We are also advertising in business magazines and travel magazines. We have put outdoor ads in 25 cities. We have put up banners, rollovers, and used major portals like Yahoo!, Rediff, etc. We are targeting POP retails points across 70 cities, towns," Abrol informed.