Logitech, the $ 1.5 billion digital lifestyle products company, has rolled out “Freedom from Cords”, a TV campaign to highlight the benefits of cordless keyboards and mouse to home and office computer users.
Logitech’s array of cordless desktops includes the recently introduced diNovo, LX 700, LX 300 and MX duo.
With an eye on leading this change in consumption, Logitech will air two commercials on leading national TV channels, including STAR Movies, CNBC, Awaaz, Zoom, MTV, Zee Cinema and National Geographic. Regional media like TV9 (Hyderabad) and ETV Bangla (West Bengal) are also part of the line-up.
The “Freedom from Cords” campaign, which will run for a period of about two months beginning third week of July, will also include a cartoon channel and a news channel in the media mix.
Both advertisements will be sourced from Logitech’s global pool of marketing resources. Moninder Jain, Country Manager, Logitech India, said, “Both advertisements use simple, clear language and visuals. Thus, they are universally understood. The key benefits of our cordless keyboards and mouse like convenience, ease of handling, stress-free working are very well conveyed.”
“There is no reason why a technology aware country like India should lag behind its Western counterparts in the adoption of cordless products. With a rapidly increasing and increasingly prosperous educated middle class, I believe that cordless as the default choice is only a few months, if not weeks away. And it’s our responsibility as the market leader to help the market graduate to this level of freedom,” Jain added.