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Spreading brand awareness — Lenovo takes to movie route

Spreading brand awareness — Lenovo takes to movie route

Author | Source: Business Line | Monday, Jan 02,2006 7:27 AM

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Spreading brand awareness — Lenovo takes to movie route

In the run-up to its foray into the Indian consumer PC market, Lenovo is planning to piggyback on Bollywood by sponsoring movies to create awareness about its brand and logo.

Lenovo expects to tap the consumer segment soon with its PCs and notebooks.

The company has tied up with director Madhur Bhandarkar to sponsor his forthcoming movie Corporate, where actress Bipasha Basu will be seen endorsing Lenovo's product portfolio, said Mr Rahul Agarwal, General Manager, Marketing, Lenovo (India) Pvt Ltd. The film is likely to hit the screen next quarter.

"If you have to build awareness about your brand and logo, you have to go to the masses," said Mr Agarwal adding, "We are trying out various ideas." Lenovo could probably be the first PC vendor in India taking the `movie route' to reach out to the masses, he said.

The company has already hit the small screen by being part of the popular KBC-2 (Kaun Banega Crorepati) quiz show on StarPlus, where Amitabh Bachchan's `Computer Ji' is a Lenovo product displaying the logo prominently, he said. An estimated 1.5 million households in India watch every episode of the KBC-2, he said.

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