The Rs. 700-crore Philips India has introduced a revolutionary series of DVD playback technology – Philips FW D390 is an audio system with an inbuilt DVD technology. Positioning Philips FW D390 as a product that ‘plays anything, plays everything’, the firm is launching a multimedia campaign to promote its latest offering.
The all-in-one Philips FW D390 plays VCDs, ACDs, radio, cassettes and DVDs. “Our approach has been very simple – bring the maximum value additions of highest quality at a minimum price point. The FW D390 is a simple example of this approach. We are promoting this product with a print and television campaign, whose creatives have been handled by JWT. The print campaign will be released on January 25 whereas the television campaign will be aired in end-February,” Ritesh Jain – Deputy Product Manager, Audio Marketing, Philips India tells exchange4media. When asked about the ad spend, Jain remains tightlipped.
In hindsight, last year has seen rapid growth – almost 100% - in DVD players because of the price erosion, which has made them more affordable to a wider consumer base. Philips FW D390 is priced at a MRP of Rs. 18,990. The launch is in line with Philips India’s new strategy of adding a ‘new concept’ to the product category rather than merely adding new products.