Cisco recently launched its ‘Human Network’ brand campaign in India, the company’s first-ever branding exercise in the country. The India brand campaign aims to make the Cisco brand relevant to its key audiences via a focused and phased approach across key cities in India. The campaign has been designed by O&M.
Nupur Sharma, Head-Brand Strategy and Advertising, India and SAARC, Cisco, said, “We launched the ‘Human Network’ brand campaign in February 2008 in India. Our strategy was to increase Cisco’s brand awareness and absolutely positions it as a technology leader. We are running a TVC across 10,000 spots across 14 TV channels in 10 weeks. The TV campaign would continue till July-end. We are using TV for impact, as it brings out an emotional connect among the people. We are using advertisements in cinema in Delhi, Bangalore and Mumbai for local presence and to create a buzz about the Cisco brand. We also have OOH static locations in cinema halls. The cinema advertisements will run for 90 days till June.”
Sharma further said, “We are targeting business decision makers in the 25-35 age group. Our vision is to change the way we work, live, play and earn. We have created a Cisco audio identity in which signature tunes are being created that would remind one of Cisco. Next year, we will be using mediums of Internet, mobile and airports.”
India is one of the fastest growing emerging markets for Cisco as organisations across sectors leapfrog technologies. Also, Cisco’s recent investments and commitment to the Globalisation Centre East make the country a strategic hub. Interestingly, India is the only country outside of the G8 countries chosen for the launch of the ‘Human Network’ campaign.
Cisco launched a re-branding campaign in the US in 2006 with a new logo, corporate website and an advertising campaign. It also incorporated a new slogan: ‘Welcome to the Human Network’, with the simple message, “When we’re together, we’re more powerful than we could ever be apart”, that sought to convey how Cisco as a leader in networking and collaborative technologies was allowing people to connect and form human networks that enabled its vision – ‘Change the way people work, live, play and learn’.