 "Prising open a new market")
Technology company Intel has unveiled its first consumer-facing campaign for India. The campaign looks to demonstrate how Intel-powered personal computers (PCs) are changing the lives of users.
The first television commercial (TVC), The Dawn of a Digital Tradition, in the series is a story of a woman who weaves sarees for a living. For long, she has been dependent on middlemen for distribution, who would take unjustified cuts from her profits. Once the woman has access to a computer, she becomes an online seller reaching out to her customers directly. The empowered weaver becomes an inspiration and a change agent for the entire community of Chanderi saree weavers.
The second TVC, Anyone Can Learn, takes us through the journey of Manish Garg, the son of a farmer, who clears the IIT-JEE and reaches Munich. Garg is now pursuing a PhD, courtesy education and knowledge gained through a PC.
The campaign is part of Intel's Ek Kadam Unnati Ki Aur initiative which aims to create awareness about PC usage and generate buzz around the brand Intel. The brand is looking at reaching out to 50 million first-time users across 10 states, and cover up to 100 Unnati Kendras, which enable easy access to PCs in non-urban regions. The Unnati Kendras operate under the aegis of the Common Service Centres set up as information and communication technology access points under the government's e-governance project . These learning centres, equipped with a PC and internet connectivity, will hopefully urge non-users who experience the benefits of internet connectivity to purchase a PC.
The campaign has been conceptualised by McGarryBowen, a Dentsu Aegis network agency headquartered in the United States. The creative agency conducted extensive research among the target audience to understand the core motivations for owning a computer. The most important ones were progress for the family as well as personal progress. The research also revealed that Tier 4 and 5 consumers have the same aspirations as their urban counterparts but they lack the opportunities to succeed.
"We aim to show them how the computer can provide that opportunity, and show them practical ways in which it will help them achieve their dreams," says Stephen Mangham, managing partner, Mangham Gaxiola McGarryBowen.
Intel's brief to the creative team was to come up with a campaign that would help the brand target a generation that has grown up in an era when the smartphone is seen as the first desired technology device. Therefore, the creative agency needed to find a way to showcase the strengths of a PC in a relatable but inspirational way. "Showing stories of real people who have managed to achieve what they wanted in their lives using a PC was a great way to do this-it would be believable and, hopefully, evoke action from the target audience," explains Mangham.
Intel is supporting its TV driven campaign with a host of on-ground activities. Its biggest challenge is to address the lack of technological know-how in the non-urban centres. It has to convert non-users who are skeptical about PCs and are under the impression that they are complicated devices meant only for the highly educated. Aurora says that the company is telling them that the PC today is more innovative and affordable than ever before. He is hopeful that the potential buyers' exposure to the PC will help the campaign convert a sizeable chunk of the non-users into users.
The first television commercial (TVC), The Dawn of a Digital Tradition, in the series is a story of a woman who weaves sarees for a living. For long, she has been dependent on middlemen for distribution, who would take unjustified cuts from her profits. Once the woman has access to a computer, she becomes an online seller reaching out to her customers directly. The empowered weaver becomes an inspiration and a change agent for the entire community of Chanderi saree weavers.
The second TVC, Anyone Can Learn, takes us through the journey of Manish Garg, the son of a farmer, who clears the IIT-JEE and reaches Munich. Garg is now pursuing a PhD, courtesy education and knowledge gained through a PC.
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The campaign focuses on two distinct narratives - celebrating success and driving the message that a PC can transform the user's life. Intel says it seeks to open up a new market of first-time buyers in Tier II, III and IV towns. "India's PC penetration hovers at 10 per cent, signalling massive potential for the country to grow beyond information technology hubs and metropolitan cities," says Sandeep Aurora, director, marketing and market development, Intel South Asia.
The campaign is part of Intel's Ek Kadam Unnati Ki Aur initiative which aims to create awareness about PC usage and generate buzz around the brand Intel. The brand is looking at reaching out to 50 million first-time users across 10 states, and cover up to 100 Unnati Kendras, which enable easy access to PCs in non-urban regions. The Unnati Kendras operate under the aegis of the Common Service Centres set up as information and communication technology access points under the government's e-governance project . These learning centres, equipped with a PC and internet connectivity, will hopefully urge non-users who experience the benefits of internet connectivity to purchase a PC.
The campaign has been conceptualised by McGarryBowen, a Dentsu Aegis network agency headquartered in the United States. The creative agency conducted extensive research among the target audience to understand the core motivations for owning a computer. The most important ones were progress for the family as well as personal progress. The research also revealed that Tier 4 and 5 consumers have the same aspirations as their urban counterparts but they lack the opportunities to succeed.
"We aim to show them how the computer can provide that opportunity, and show them practical ways in which it will help them achieve their dreams," says Stephen Mangham, managing partner, Mangham Gaxiola McGarryBowen.
Intel's brief to the creative team was to come up with a campaign that would help the brand target a generation that has grown up in an era when the smartphone is seen as the first desired technology device. Therefore, the creative agency needed to find a way to showcase the strengths of a PC in a relatable but inspirational way. "Showing stories of real people who have managed to achieve what they wanted in their lives using a PC was a great way to do this-it would be believable and, hopefully, evoke action from the target audience," explains Mangham.
Intel is supporting its TV driven campaign with a host of on-ground activities. Its biggest challenge is to address the lack of technological know-how in the non-urban centres. It has to convert non-users who are skeptical about PCs and are under the impression that they are complicated devices meant only for the highly educated. Aurora says that the company is telling them that the PC today is more innovative and affordable than ever before. He is hopeful that the potential buyers' exposure to the PC will help the campaign convert a sizeable chunk of the non-users into users.