BenQ, an industry leader in networked digital lifestyle devices, today unveiled an all-India brand campaign proposition comprising a mix of television commercials, radio, outdoors and print advertisements. The campaign is a mainstay of the Rs 12-crore ad-spend, earmarked for brand promotion in 2004 and breaks with a teaser series featuring renowned VJ, Cyrus Broacha.
The teaser print advertisements center on the theme ‘changing expressions’ and aim to portray a unique camera phone with features that no other mobile handset in today’s Indian market sported, claimed an official release from BenQ.
The surprise mobile offering is scheduled to be revealed on the first day of the Indo-Pak cricket series, while an SMS contest will run all through the ODIs and ends with lucky winners getting a spanking new BenQ phone and other exciting prizes.
BenQ, one of the largest mobile phone manufacturers worldwide, forayed into the Indian mobile phone market in the last quarter of 2003. The new mobile model – a camera phone with a new twist-- will take the company’s portfolio to a total of eight handsets.
BenQ has also signed a one year contract with Cyrus Broacha to exclusively promote its IT and Telecom products. According to the release, alongside BenQ mobile phones, Cyrus will also be seen in advertisements of BenQ’s new MP3 player, the Joybee and the company’s range of high-resolution digital cameras.
“One of the most visually expressive young artists we have today and a fun loving guy at heart, Cyrus truly epitomises BenQ’s latest mobile offerings. The phone, much like other products from BenQ stable is a natural fit with Cyrus’ personality - young, vibrant and full of a joie de vivre,” said Ashish Bakshi, Country Head – India Operations, BenQ.