Ex | At the heart of the change lies the customer: HCL's Gaurav Tikoo

The market today is filled with gadgets that suit all your needs and in addition to that they are available in prices that suit your pocket. In a competitive market like this gaining the buyer’s attention and convincing them to buy your product becomes a task which is not only the most important but also difficult. Here comes in the marketing strategy and the advertising campaign built around it.

HCL Infosystem has recently launched a new TVC campaign for its HCL ME Tablets which are value for money tablets targeted at middle India. The latest TVC entails how technology enables change. There are four 20 second commercial launched each effectively aiming to connect with the audience on the basis of cricket, bollywood, music and social networking.  Keeping in mind the high-charged IPL fervour, more than 3800 spots garnering 1000 + GRPs have been slated for the TVC.

The first TVC shows a carpet seller and how the HCL ME tablet plays a pivotal role in helping the carpet seller to do business in Kashmir. ME Tablet enables him to take his shop to the world and expand his business horizon. The second commercial depicts how distances cease to matter for family members with ME tablet enabling connectivity anywhere. Thus festivities are always going to be enjoyed with the family if you have ME with you. The third one utilizes the rigor of job hunting to depict how HCL ME Tablets, will enable better access to jobs online, anytime, anywhere. The last one showcases how world music is a touch away with the HCL ME tablet.

Talking about the new campaign, Mr. Matthew Seddon, CEO-Saatchi & Saatchi,India said, “Technology is changing every aspect of our consumers’ lives. In our very first work for HCL ME Tablets, we have demonstrated the positive effect ME Tablets can have in the lives of Indian consumer. I think our creative team and the Director have pulled together stunning set of commercials, which will connect with our customers and continue to drive the phenomenal growth being enjoyed by ME Tablets."

“The TVC campaign is less about the tablets and more about the brand philosophy. HCL Infosystems aim to create a definite positioning of Change that comes through the ME Tablet brand. The brand philosophy here, talks about the Change that comes in with the way consumers use to see screens. HCL ME tablet range is about changing media consumption and creation habits,” says Gaurav Tikoo,Global Head Mobility Marketing, HCL Infosystems Limited.

Tikoo explained the idea behind HCL philosophy, he said, “All change begins with an individual, and all change begins with ME. Hence, we’ve put consumer at heart of this change. We at HCL Infosystems want to carry out a change movement with the help of the consumers that makes their life simpler. Also, with the latest technology that a tablet has to offer it can act as an enabler, for everyone to realize that change.”

Saatchi and Saatchi who is the creative mind behind this campaign were briefed to develop an integrated marketing campaign to launch HCL ME Tablets making it a brand of preference. The idea was to create a need, aspiration, relevance and consideration for HCL ME tablet range by developing an individualistic expression for the brand and connecting emotionally with the audience. Thus the unique aspect of marketing strategy developed was to highlight the initiative of change. Tikoo informed that, “Change is the corner stone of our marketing strategy and we are committed to transform the lives of the India by enabling them with the product/brand ME tablet. Everyone in the world is looking at a change from the Status Quo. Each individual has different needs for change and ME tablet as a brand will partner with the individuals to enable them realize and accomplish this change.

The Tablet world is cluttered and filled with many brands, having no or, minimal product differentiation. We through our innovative yet simple, marketing strategies will ensure to build an emotional connect with the consumer. Our marketing strategy relies on the fact that we have a better product at great value. We as marketers would ensure that the consumer is a part of the brand.”

The Change campaign took birth from a saying, “Be the Change that you want to see in the world” by none other than the father of the nation “Mahatma Gandhi”. The campaign being aired during the IPL is a 360-degree media campaign involving platforms such as TV, radio, print and digital platforms. Two more themes on the TVC will be released during the April-May period. I By Rabab Rupawala [rabab(at)adgully.com]

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