MAM
Hitachi Data, Acer announce joint marketing effort
BANGALORE: Hitachi Data Systems (HDS) and Acer have announced a joint marketing plan for the Asia-Pacific market – including India – by which Acer will undertake marketing, sales and support for the Hitachi Thunder 9500™ V Series modular storage systems in addition to third party products, as part of a total storage area network (SAN) solution.
Acer joins Hitachi’s TrueNorth™ Channel Partner Program in a three-year agreement for the Asia-Pacific market in the elite tier known as regional Platinum Solutions Partner. Acer will promote the Thunder family of storage systems with Altos servers, through its regional channel partners.
The pact will accelerate Acer’s position in the entry to mid-level SAN market and give Hitachi Data a strong entry into the market that prefers storage-attached PC servers. To start with, the agreement covers India, Singapore, Malaysia, Taiwan, Thailand, Australia and New Zealand.
Sam Thomas, asst. GM-Marketing EPG (Enterprise Products Group) of Acer during a telecom said that Acer was looking at $2 million for this financial year in terms of revenue in India. Starting June 2004, similar tie ups’ were launched with Australia, then rolled onto Taiwan, Thailand, Indonesia. “Sales in India will be primarily through our channel network, our large partner network primarily concentrates on selling server solutions, and they would be offering the storage solutions too. Promotion activities will primarily be vertical focused and would be direct mailing and other such exercises. Storage is a fairly complex message to get across.
Madison manages Acer’s media account while Orchard handles their creatives.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
