Exclusive | Intel's in-film branding in JTHJ hits the eyeballs: Sandeep Aurora
In-film branding is nothing new and one often finds in films these days. In fact this platform has given companies one more opportunity to feature their brands in an innovative, clutter breaking manner. It also helps brands to connect with its target audience thereby accentuating the proposition in the minds of Indian youth. The companies aim is to ensure that it is able to highlight its product proposition in a contextually relevant manner that appeals to the target audience.
A recent example in in-film branding which has attracted a lot of attention is that of Ultrabook by Intel in the Yash Chopra’s swan song, ‘Jab Tak Hai Jaan.’ Speaking to Adgully, Sandeep Aurora, Director Marketing, Intel South Asia says, “Yash Chopra’s epic Jab Tak Hai Jaan features four superstars – Sharukh Khan, Katrina Kaif, Anushka Sharma and the Intel-inspired Ultrabook. We have attempted to ensure the Ultra Stylish, Ultra Sleek, Ultra Responsive Ultrabook makes its presence felt in the film seamlessly. The Ultrabook is equally at home in the boardroom as it is in the outdoors and is every bit as chic as Katrina and as adventurous as Anuskha. The Ultrabook is synonymous with style, responsiveness and fits beautifully with the storyline and styling of the film. We have the stylish, sleek and vibrant Ultrabook for the lovely Katrina and the Ultrabook convertible for Anushka- who needs tablet and a PC on the go.”
Intel has a solid marketing plan covering both above the line and below the line activities. Going beyond the in-film placement. The company has a long association with India and sees the country as an important market. Intel has been committed and continue to remain focused on this market, have been continuously investing here. Says Aurora, “India has always been important market. It is slated to become 6th largest market for PCs for Intel by 2015. In fact, India was the first market to witness the roll out of the Go Do Something Wonderful campaign, a global campaign aimed at non-PC owners in emerging markets thus, reiterating our commitment towards India.” The company has always demonstrated leadership in driving technology relevance with urgency in India and what is helping it tremendously in its efforts this year is a focused and structured method approach of driving scale in all our programs. “In this regard the launch of the recent ‘Go Do Something Wonderful’ campaign gives the much needed impetus in driving Intel brand relevance by building emotional affinity & increasing desire for Intel-based PCs with potential first time buyers of PCs,” adds Aurora.
Intel is also doing an interesting and quirky activity to bring the proposition of the Ultrabooks to life called the 7-Second Guitar Star which aims to highlight one of the key features of the Ultrabook of booting in less than seven seconds. This activity is about a guitar, some fun props and a song from Jab Tak Hai Jaan and the participants stand a chance to win themselves a Gibson guitar and signed Ultrabooks from the JTHJ cast. “Through all our programs we aim to connect and engage with the youth in the age group of 18-35 years and therefore a lot of our activities address this audience. For example, Intel and MTV Soundtrippin, the show that focused on Sneha Khanwalkar and her journey with the Ultrabook across the country tuning sound to song appealed to the youth and their passion point of music,” avers Aurora.
Today we are living in a connected multi-device world where consumers are spoilt for choice amongst a variety of powerful devices. Over period of time, Intel has effectively delivered an incredible array of devices that satisfy peoples’ digital needs – from smartphones to sleek on-the-go tablets with long battery life, to super-responsive Ultrabooks, to stunning All-In-Ones and powerful workstations.
Says Aurora, “our era is defined by technology and the potential to provide the common man with access to better education, healthcare, basic public and government services like land registration, and financial services etc. is possibly the most exciting transformative feature of technology. If used right, technology has the ability to empower every citizen to be more successful, productive and contribute greatly to their families, communities and domestic economies.” With that intent in mind, Intel has brought together several industry players along with NASSCOM and launched the National Digital Literacy Mission with the foremost objective of creating and deploying programs to showcase the impact of technology on livelihood of people auguring to the growth of the nation.