Sandeep Aurora, director, marketing of Intel South Asia in this conversation with Campaign India talks about category relevance in a market like India and whether we can expect to see more locally produced ads for the market.
What is Intel’s communication task in India?
Overall, from our Intel standpoint, there are a couple of tasks at hand when we talk to consumers. One of them is making sure the Intel brand gets positioned at the right level in consumer’s minds. It’s a task that is a little difficult, being an ingredient brand. But when the consumer is buying the device (whether a laptop, a desktop or a notebook), he or she understands the importance of what powers the device and why they should care about it.
The second part is category relevance, in a market like India, where PC penetration still isn’t at a very high level. How a PC can change lives for the better – whether they are home consumers, or small business consumers or enterprise owners or students – would also have to be communicated.
The advertising and communication doesn’t target the PC manufacturers. It targets the end customers who are buying these devices. Broadly, if you see PC usage, it can be divided into the following categories – the largest being the home consumers, the next small and medium business owners, third, enterprise or large corporate, fourth education (schools, colleges and individual students), and lastly, the government.
Will India see more locally-produced advertising?
In 2009, we launched a product-focused campaign as well for Core (i3, i5 and i7). There were a lot of things which we did specifically for India in terms of our tie-up with Star TV (where the artists from soaps welcomed the Core family) and the Tongue Twister series with Neo Sports. What we want to do is make sure our advertising is relevant, and if it needs local, we do local. There’s no Agency on Record in India, we work with various people here. As we launch new products, the product promotions and well as the ‘Sponsors of Tomorrow’ campaign will co-exist.
WATCH the videos created for the Star TV channels here (story continues below)
Tell us about your foray into 3D advertising.
3D advertising is something that’s definitely on the radar. It depends on the context there. The ‘Penguins’ films are a great example, whether in 2D or 3D. As the year progresses, and as opportunities come by, we’ll be looking at those.
WATCH the 2D TVCs with the penguins from ‘Madagascar’ in English and Hindi here