Toshiba launches new campaign with Sachin on board

Toshiba India Pvt. Ltd. recently launched the promotional campaign "BOWL TO SACHIN" in the Indian market. The campaign marks the beginning of festive season in India, right from from Diwali to Pongal it tried to touch almost all the festivities in various parts of the country.

The campaign will allow all Toshiba laptop or netbook buyers get an opportunity to participate in the lucky draw contest and out of which six very lucky winners would be able to bowl to the Master Blaster Sachin Tendulkar during the grand finale of TIPL mini cricket competition in Mumbai on 30th January, 2011 at Phoenix Mills.

To participate in this campaign, customers need to purchase Toshiba laptops between 1st October 2010-31st January 2011 and complete the warranty registration online before 23:59 hours, February 14th, 2011 at Toshiba India website within two weeks of purchase This campaign includes a two-day all-expenses paid trip to Mumbai for the six lucky winners to play with Sachin. These six lucky winners who bowl to Sachin would be decided on a month on month basis starting from November 2010 till January 2011.

The TVC for the campaign has people across the campaign wearing Sachin Tendulkar's masks; the ad replicates the kind of fanaticism Sachin enjoys across the country. The campaign will be promoted across print, TV, OOH and digital media. A 360 degree campaign has been designed to engage the audience better.

Talking exclusively to Adgully, Sivakumar.N, General Manager (PC Division), Toshiba India Private Limited, says, "We are very happy and proud to be associated with Sachin. As our brand promise stands for quality, technology and design, besides in our 25 years of being in the market we have been measuring ourselves on quality and reliability of our products. In the cricket industry on the other hand I don't think anybody can stand upto Sachin when it comes to quality of being a player who is reliable. So we felt that the brand promise of ours and that of Sachin matched very well."

The company is also working closely with its channel partners to promote the products and the benefits of the products to the customers in a better way. The campaign's TG is a broad category conclusive ever category of consumers due to the mass impact and usage of laptops. Hence the company decided upon Sachin to be the face of the campaign owing to his mass appeal that more outstanding than the demographic differences in consumer categories.

He further adds, "The objective of this campaign is to reach out to the consumers, have more engagement with them. Why we are asking them to register their warranty is because we can go back to them later, talk to them about our products and get feedback. The whole idea of the campaign is to draw us closer to our consumers and there is no better vehicle than Sachin Tendulkar to do that" | By Prabha Hegde [prabha(at)adgully.com]