Financial Daily from THE HINDU group of publications
Wednesday, Feb 08, 2006
Financial Daily from THE HINDU group of publications Wednesday, Feb 08, 2006 |
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Marketing
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Brands Info-Tech - Hardware Intel charts new branding strategy to promote Viiv technology Ajita Shashidhar
Mumbai , Feb. 6
THE Customer Solutions Group of Intel has chalked an elaborate branding strategy to create awareness about its new brand, Intel Viiv technology (aimed at advancing the emerging digital lifestyle at home, work, and people on the go), which is to be launched in India this year. On the cards are tie-ups with film production houses and TV channels for in-film and in-programme placements and other above-the-line branding activities. "We are trying to get India Viiv-ready and are preparing a platform for its launch. We are trying to tell consumers that Intel is not just about PCs and notebooks, but about multiple platforms," said Mr Surendra Arora, Director, South Asia (Customer Solutions Group), Intel. The company has tied up with Mahesh Bhatt's production house, Vishesh Entertainment, for the Hindi remake of the Hollywood film, Collateral. The film titled, Killer, which features Irfan Khan and Imran Hashmi, would mention about the Vivv platform and the tagline, `Enjoy with Intel Viiv'. "The idea is to weave the brand into the story. The characters in the film are shown accessing information through their notebooks, and when the notebook is not available they do so with their phones. From the notebook to the phone, everything is Intel-based." The company has also tied up with Tata Indicom and VSNL to promote its recently launched Intel Centrino Duo mobile technology. "This service is available at all the Wi-Fi centres at airports, leading hotels, cafes and stadiums, with the tagline `Connect with Centrino'," said Mr Arora. He said that the idea behind getting into a branding exercise was to get more emotions into the advertising of Intel-based products. "Previously, we used to just talk about the PC and its pricing. Now we talk about its benefits, about how it can add value to a child's life by helping him or her download information and entertainment by connecting to the Net. In other words, Intel will market how Intel technology changes the lives of consumers." He also said that the company is involved in projects with the Governments of Delhi, Karnataka, Uttaranchal and West Bengal to increase PC penetration.
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