Chip maker Intel has announced the launch of its new campaign ‘Ek Kadam Unnati Ki Aur’ which is an extension of the brand’s thought introduced in 2015. A 360 degree campaign, it will be launched in the first week of June, with a major focus on digital as well.
Commenting on the strategy behind the new campaign, Sandeep Aurora, Director, Marketing and Market Development Head, South Asia, Intel said, “We looked at the data points and we realised that PC penetration in India is still low. It is at 10-11%, compared to other countries like Brazil, Russia, US and China which are in the range of 50-70%. This is actually pulling India back from its own competitive standpoint in the market. We decided to find out the reasons behind this low penetration. We realised that, fundamentally a lot of people say I want a PC, but they don’t know when they want it. Or probably they think they need one for their business, but consider it very difficult for use. The question of relevance comes to the consumers mind. To address this issue that PC is not an expense but an integral part of their life, we have launched our new campaign.”
Commenting on the marketing strategy of the campaign, he added, “We are using three themes for the campaign- education, entrepreneurship and the third is self expression. Along with TV, print, out of home and digital, we are working closely with the government. There are a lot of on-ground integrations lined up as well. The idea is while the consumers will hear the whole story of the PC relevance through ATL activities, we believe PC is a category, which people would like to touch and feel before they buy. Therefore, the experience point will be created at these on-ground centres.”
However, he didn’t reveal the budget of the campaign but mentioned that it is a year-long big campaign covering all the mediums.
With this campaign the brand expects to reach about 50 million people, targeting mainly the small towns, where the problem is bigger because they don’t get to see much of PC usage.
Telangana, Haryana, Uttar Pradesh, Tamil Nadu, Maharashtra, Gujarat, Karnataka, Chhattisgarh, Andhra Pradesh, Assam and Kerala are the states being targeted in this campaign.
Commenting on how this new communication is different from the previous brand campaigns, Aurora highlighted, “Our previous campaigns have all focussed on the products. But we found out that this kind of communication is good for people, who know which PC to choose and buy. The fundamental shift in case of the new communication is the category creation. Earlier we were talking to people; who were already registered in the category. They knew what they wanted to buy and we were helping them choose the right one. This campaign is focussed on telling people what the category can do for them.”
Speaking of markets that are difficult to crack, he cites, “Markets where there is lower internet penetration are difficult to penetrate because fundamentally a device like a PC without connectivity has low usage. Plus internet affordability also matters a lot. For this campaign, we are working very closely with all the telecom companies to make sure we are able to give attractive offers along with the purchase of PC to the consumers.”