Intex Technologies India Ltd, a company involved in IT hardware and electronics, computers and mobile phones, embarked on a promotion exercise that includes an all-India campaign, TVC and BTL activities based on the concept of ‘Life Version 2.0’. The concept is about human aspiration to experience future and live a life that nobody has lived before.
Intex has pumped in Rs 15 crore for the ‘Life Version 2.0’ concept, of which 30-35 per cent would be on print campaigns, while the rest would be for electronic media, retail activations, BTL, and online. The creative has been done by Palasa Inc., a Mumbai-based ad agency headed by Sandeep Bomble. Alliance Advertising is handling the media duties.
Naved Chaudhary, Senior Marketing Manager, Intex Technologies, said, “Technology is always growing, innovating and surprising. Intex wants to give Indian youth the future they always aspire for. The approach is to bring in technology which can make the category big itself, than to stay big in the category. The technology itself will define Life Version 2.0.”
He added, “We are targeting Sec A, B 18+ Metro and A, B class towns, people who believe in their decision making skills and want to take their life in their hands. We came up with an idea which takes this decision making process further and want to convey that the consumer of today should be proud of their decisions.”
“The strategy has evolved as a sequel to the company’s desire to position the brand differently and the target to make a mark in new product lines like mobile phones and notebooks. The new communication strategy would be used for all launches and to drive the business in all product verticals,” Chaudhary said.
To kick off the activity, Intex have launched a new TVC, where the underlying thought is that a person should not hesitate to take his or her own decisions and should be proud of them. The creative agency has developed four situations of decision making. A young man going abroad suddenly realises that he is doing something wrong, tears up his ticket at the airport and goes back to his parents. Another situation shows a girl who decides to suddenly abandon her marriage ceremony and join her old boyfriend. There are two more situations with the same concept of being bold enough to take decisions that seem right. In the final shots of the TVC, all the decision-makers are seen opting for an Intex product out of a huge choice of other brands.
“The campaign is scheduled to hit the TV screens by July 23 as part of the sponsorship of Straight Drive on Ten Sports during the India-Sri Lanka cricket series. The TVCs have been produced by The Reel Co., Mumbai,” Chaudhary informed.
Sandeep Bomble, Director, Palasa, said, “Since the time we took over as creative agency about 10 months ago, the mandate was to take Intex to a new level and make the brand aspirational so that one is proud of purchasing an Intex product. As a solution to this, we first aligned various ATL and BTL activities and then came up with this TVC.”
Print campaign broke on June 26, and three rounds of the planned seven rounds for this fiscal have been completed. The campaigns have been released across India in major dailies such as The Times of India (Delhi Times), Dainik Jagran, Dainik Bhaskar, Eenadu, Lokmat, Mid-Day, and Deccan Chronicle, among others.