Indiantelevision.com Team

(28 February 2007 8:00 pm)

MUMBAI: Following its brand ambassador, Compaq opted to be integrated into Kaun Banega Crorepati (KBC) by which the brand has not only become the second central character on the show but has also been given a local attribute with names like "Compaq Dada or Compaq Garu."

The Compaq-KBC association is built on the synergy around the proposition of empowerment and attempts to reach out to the masses with the brand's "Kal Tumhara Hai" message. Taking forward its brand integration initiative on KBC, Hewlett-Packard India is launching a special advertisement titled "Compaq Chowdhury" with Shah Rukh Khan for its brand.

Through this campaign HP is targeting to educate consumer that Compaq Chowdhury is your best friend who not only entertains you with movies, music, games, TV shows, but empowers you with a career-edge, informs an official release.

Hewlett-Packard India head of marketing, Personal Systems Group Shuchi Sarkar said, "The Compaq 'Kal Tumhara Hai' campaign has been conceptualized on the strong belief that the PC empowers users to achieve their dreams. While in a television one can see other's dreams happen, the PC enables the user to realize his dreams.

"The target is to make the PC the second or the third durable in every household. In the 21st century, Desktop PCs are not only a boon for professionals but also a useful aid in children's education. We are leveraging the association to leverage SRK's charisma and mass popularity to educate consumers on the proposition of empowering people with their PCs."

The company is thus focusing on strengthening its "Kal Tumhara Hai" consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.

"We will continue to create interesting brand integration around KBC, while also spawning other similar initiatives to drive the mass appeal for the brand through superstar Shah Rukh Khan," adds Sarkar.