Intel has embarked on a multi-million dollar integrated marketing campaign worldwide, where it has taken the platform of ‘Sponsors of Tomorrow’. The campaign, which has now been launched in India too, is aimed at re-igniting the emotional connect that Intel has with its people. The campaign will be using print, TVC, online, digital and OOH medium to communicate and connect with its TG.
Prakash Bagri, Director, Marketing, South Asia, Intel Technology India, explained, “The campaign aims at humanising Intel and not just restricting itself as being seen as makers of tiny pieces of silicon chips. The campaign is about brand Intel, which we haven’t ever got into doing so. It is about human faces that comprise Intel and will give a glimpse of Intel from inside.”
It may be recalled that for years now Intel has been using the tagline of ‘Intel Inside’. While the campaign using the tagline of ‘Sponsors of Tomorrow’ is expected to continue for a period of 3-5 years, it is also a fact that this positioning will be for all types of communication. Though the ‘Intel Inside’ tagline will not appear in these campaigns, it will be seen more at shop floors in brochures and pamphlets, that is, at the buying or decision making stage.
One of the TVCs will feature Ajay Bhatt, the co-inventor of USB, who is a rock star at Intel because of his achievements. In a humorous way, the TVC shows women swooning over him when he walks in to get coffee and men in awe and jostling to get his autograph. The TVC ends with the line: ‘Our rock stars aren’t like your rock stars’. The TVC has been made by Venables Bells & Partners. The campaign has been tweaked for the Indian audience by TAG Media Network. Similarly, the print ad will see a leaf borrowed from an ‘Om Shanti Om’ style Bollywood dance sequence, which is juxtaposed with two men in lab coats. The tagline states: “Your superstars are a little different from our superstars’.
Talking more of the campaign, Bagri said, “The brand integration aspect includes focusing on showcasing the Intel relevance and brand simplification, thus reasserting the marketing leadership of Intel. We have developed a much simplified approach to our brands with easy classification, which will help people in making purchase decisions.”
He concluded by saying, “While everyone is talking about slowdown, I believe this is an appropriate time for such a communication, which opens up a new facet to technology and which one usually has not seen in the past.”