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P9 plays the relationship card for co-promoting Compaq Presario and ‘Kabhi Alvida Naa Kehna’

P9 plays the relationship card for co-promoting Compaq Presario and ‘Kabhi Alvida Naa Kehna’

Author | Shikha Saroj | Saturday, Aug 19,2006 8:36 AM

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P9 plays the relationship card for co-promoting Compaq Presario and ‘Kabhi Alvida Naa Kehna’

Following its successful marketing deal with ‘Krishh’, Percept’s film marketing arm, P9 Integrated, now seeks to repeat the success with Karan Johar’s ‘Kabhi Alvida Naa Kehna’ (KANK). P9 has developed a co-branded promo spot for KANK and Compaq Presario based on the common premise that both are about relationships. The value of the deal is Rs 1 crore and has been introduced through televison, print and innovative point-of-sales activities at Compaq Presario retail outlets.

The promo seamlessly brings together Compaq’s TVC which features Shah Rukh Khan and clips from KANK to highlight Compaq’s strategy of building long-term relationships with customers. The promo is also relevant because Khan is the brand ambassador for Compaq and also stars in KANK.

P Krishnakumar, Country Category Manager, Consumer Desktops, Personal Systems Group, Hewlett Packard, India, said, “Our previous promotion with Shah Rukh Khan through the ‘Yeh Hui Na Baat’ campaign was a big hit with consumers. This association with KANK is an effective way to engage consumers.”

Commenting on the co-promotion, Shuchi Sarkar, Marketing Head, Hewlett Packard- Personal Systems Group, said, “KANK is Shah Rukh Khan’s first big release after we signed him as our brand ambassador. The idea made perfect sense and was the right fit for building the Compaq brand as well as talking about KANK’s core idea of the importance of relationships.”

Associating with a film like KANK also worked with Compaq’s strategy of going mass. As Sarkar said, “We want everyone to use Compaq Presario products and this was the primary reason that we got Shah Rukh Khan to endorse our products.”

Navin Shah, CEO, P9 Integrated, said, “This deal proves our sincerity and consistent efforts to turn movie marketing in India to a well-developed and mature area. The beauty of this co-promotion is that it goes beyond your regular TVC. We have signed up three other big banner films as we are committed to movie marketing.”

Rahul Merchant, General Manager-Business Development, P9 Integrated, said, “A brand’s identity can easily get lost if the brand endorser is as big as Shah Rukh Khan. Co-promotions like these not only ensure that the brand has a strong recall value, but also maximises the popularity of the product, the movie and the endorser.”

Sarkar added, “This co-promotion has completely moved away from the usual creative ideas that technology products resort to.”

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