Philips India, a subsidiary of the Netherlands-based Royal Philips Electronics, has launched a new brand campaign evolving around the concept of 'Sense and Simplicity,' in Mumbai on Tuesday.
K Ramachandran, Managing Director and CEO, Philips India, said, "Philips is not the only technology company to grasp the need for simplicity but we are the first to put a stake in the ground and declare our intent to take action. Our route to innovation isn't about extra complexity. It's about simplicity, which we believe will be the new cool. The advertising campaign will change the way the world sees and experiences Philips."
"Simplicity is equally relevant to our customers, be it in healthcare, in lifestyle or in enabling technologies. The challenge before us is to further realign our company to deliver on our new brand promise in each and every aspect of what we do and make," he said.
Targeted at the affluent decision makers in the 25-55 age group and Sec A/B plus category, the total value of the campaign in the first quarter of 2005 is around 80 million euro, while in India the investment for the same has been fixed at 2.5 million euro.
"These same people make decisions in their personal and professional lives that are profoundly interesting to Philips," Enderson Guimaraes, Senior Vice-President, Head of Global Marketing Management, Philips International, said. "We wanted this campaign to be true to the concept of simplicity. We wanted to use a different language than the one you might have expected from any technology company, and from Philips in particular -- fresher, cleaner, more human," he added.
Developed together with DDB, Philips' global advertising agency and media buyers Carat, the campaign will run via broadcast, print and online in India, Brazil, Russia and Spain from mid-April and then in a new version in China, France, Germany, Italy, Netherlands, UK and US.