Announcing its new ‘Go to market’ strategy for small and medium businesses (SMBs), HP has unveiled a range of initiatives to bolster its leadership in the burgeoning SMB print segment. The initiative includes the rollout of its new marketing campaign, ‘Dream Bigger’, with SRK, along with the launch of a host of products targeting the SMBs.
Mohit Abrol, Country Marketing Manager, Imaging & Printing Group, HP, said, “The campaign has been done by Publicis and is part of the $300 million global marketing campaign. The campaign will be supported by an aggressive 360-degree approach encompassing all media, including broadcast, online, outdoor, print and viral marketing initiatives such as via SMSes, etc. ZenithOptimedia will serve as the media buying agency. The TVCs for the campaign have been directed by renowned ad and feature film maker Pradeep Sarkar.”
‘Dream Bigger’ has been conceptualised by Emmanuel Upputuru, National Creative Director, Publicis. The campaign, which features Shah Rukh Khan, focuses on empowerment of small and medium businesses to achieve more – in sync with HP’s core philosophy to deliver simple and rewarding technology experiences that are uniquely innovative, intuitive and empowering.
According to a company statement, “It is about achieving a dream and builds upon HP’s commitment to help our SMB customers with a wide array of printing solutions and services that optimise IT infrastructure and help create successful businesses.”
Ravi Aggarwal, President-Imaging & Printing Group, HP India, said, “As part of our 2.0 strategy, we are providing SMBs in the country with the most comprehensive set of printing hardware, services, solutions and tools that make it easier and more affordable for the segment to create, consume, manage and print business content in the way they want – whether in-house, online, retail or through print services. We expect to further strengthen our leadership in the SMB pie.”