Microsoft is all set to launch its new operating system, Windows Vista, in India by the end of January. The operating system is already available for enterprise customers. Key elements of the Explorers in Windows Vista have been designed to help one get to the information one needs. Instant Search helps one find files instantly. The navigation panel contains the new search folders found in Windows Vista as well as traditional folders that the user has created in his computer.
Command bars display only the tasks that are most appropriate for the files being displayed. With new Live Icons (scalable thumbnails) used throughout Windows Vista, one can see the first page of documents, the actual image of a photo, or the album art for individual songs in one’s music collection, making it easier to find exactly what one is looking for.
Ranjiv Singh, Chief Operating Officer, Microsoft India, said, “We are happy to launch this new operating system. McCann Erickson is handling the creative duties for Microsoft, while Quasar Media is handling the online duties. Both the agencies will be working on the launch of Microsoft Windows Vista together. It will be a 360-degree campaign including print, TV, Internet, outdoors and on site events.”
Singh further said that this campaign would continue till March. The print campaign broke on January 16 in papers like Economic Times, Times of India, etc. The TV campaign will break by the end of this month in all the news and business channels. The campaign got a bit delayed due to the implementation of CAS in India. “We will be doing our online campaign on Rediff.com and MSN.com. We are doing very little of outdoors in Metro. We are doing on site events in Infosys, TCS campus, etc.,” Singh added.
Regarding digital marketing, Singh said, “The whole area of digital marketing is very interesting. We are consistently increasing our investments and the weights of digital marketing in our media wings. We want to shape the future of digital marketing. We have doubled our ad spends from last year.”
“There is a new initiative Microsoft has taken in new media – IT Showtime. People sitting in their homes or offices can access this software. We are using new media to do webcast of push-put content of IT Showtime, telling technical decision makers how they can save cost, and for developers in areas of architecture and development. We have also launched this new networking interactivity campaign ‘People ready for business’. The campaign’s main message is if you don’t give people proper software they can’t perform,” Singh further said.