Toshiba Computers Division (CSD), a division of Toshiba Singapore, has unveiled its new brand new brand slogan – ‘Beyond Freedom’ for its notebook PC business. ‘Beyond Freedom’ is a logical follow-through statement from the previous slogan, ‘Choose freedom’ and will be umbrella branding for all Toshiba notebook PCs across South and South East Asia. The new tagline is ‘So how, will you notebook next? In whatever ways you do, Toshiba will be right there with you’.
Ivan Kam, Manager, Distributor Business South Asia, Computer Systems Division, Toshiba Singapore, said, “We are strengthening the commitment to our esteemed Indian patrons and taking them to a new level in digital lifestyle beyond just mobile computing. The new Toshiba slogan communicates the need to go beyond mobility and address each individual lifestyle of our customers.”
The launch of the new branding slogan also coincides with the introduction of the enhanced notebook PCs featuring the latest Intel Core 2 Duo processors. This initiative has been supported by a TVC and print and outdoor campaigns. It is also the first time that Toshiba has unveiled a TV commercial.
The TVC has been made by Percept Hakudo Singapore along with PerceptH Delhi. The 269 TVC spots broke in NDTV Profit and NDTV 24/7 last week. The print ads started appearing from October 1 in dailies like The Times of India, Mumbai Mirror, Dainik Jagran and Tribune, and would continue till March 2007. An outdoor campaign has been launched in Delhi, Mumbai and Bangalore.
The radio spots would be unveiled at a later stage.