The Hindu Business Line : Cyrus to star in BenQ campaign

BENQ, an industry leader in networked digital lifestyle devices, on Thursday unveiled an all-India brand campaign, comprising a mix of television commercials, radio, outdoor and print advertisements.

The company has earmarked an ad budget of Rs 12 crore towards brand promotion for the year 2004 and breaks with a teaser series featuring renowned VJ Cyrus Broacha clicked in myriad facial expressions. The teaser print advertisements focus on the theme `changing expressions' and aim to portray a unique camera phone feature sported by no other mobile handset in the Indian market today.

BenQ has signed a one-year contract with Cyrus to exclusively promote BenQ's IT and telecom products. During the course of the year, in addition to BenQ mobile phones, Cyrus will be seen in advertisements of BenQ's new MP3 player, the Joybee, and the company's range of high-resolution digital cameras.

Speaking on the occasion, Cyrus Broacha said, "I am mesmerised by the variety of products BenQ currently has in India. Each one sports features that find immense appeal with the youth, and I am eagerly awaiting BenQ's latest surprise offering which is soon to hit the Indian market."

Mr Ashish Bakshi, Country Head (India Operations), BenQ, said, "One of the most visually expressive young artists we have today and a fun-loving guy at heart, Cyrus truly epitomises BenQ's latest mobile offering. The phone, much like other products from BenQ's stable, is a natural fit with Cyrus' personality — young, vibrant and full of joie de vivre."

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