Hewlett-Packard India has unveiled a new advertising campaign for its recently-launched personal computer, the HP DreamScreen 400, which aims to bring together a host of services and online applications on a single platform. With the promise, ‘Ek sapna ghar aya hai’ , the launch campaign for the PC targets the late adopter of a computing device. According to the company, one needn’t be technology savvy to operate this device — it can be used just like another appliance such as a television or a refrigerator.
Not surprisingly, HP likens the DreamScreen400 to a home appliance. Ranjivjit Singh, chief marketing officer (personal systems group), Hewlett-Packard India, says, “We are bringing simplicity to Indian families.” The company says the HP DreamScreen 400 is a plug-and-play solution. “We want to help remove the barriers in the way of large-scale personal computer usage,” says Singh.
To put things in perspective, personal computer penetration in India is less than 4-5 per cent and one major reason for this is people often hesitate to operate a PC lest something goes wrong. Says Singh, “With the HP DreamScreen 400, we hope to cater to 95 per cent of the population that hasn’t got the hang of operating a computer.”
Simplicity in sight
The launch campaign running on television, therefore, looks to position the product not as a technology device but as a content-based interactive device. It is expected to connect with that large section of the society that wants to use the internet, but finds the PC too complicated. Emmanuel Upputuru, national creative director, Publicis Capital, the agency handling the account, says, “The brief was to present a technological innovation to a new audience, who can afford a computer but are averse to it due to the perceived complexity. The challenge was to show how simple it is to go online, and at the same time underscore the technological innovation.”
The television campaign (TVC) will have two phases. The first involves a 45-second ad that will run for two weeks; it focuses on how different the product is from other PCs and also explains three (of the 12) applications of the new product — live darshan, education and music. The launch commercial opens with the shot of a family gathered to welcome a new bride. In the next shot, the grandmother performs an aarti after which the two walk towards the HP DreamScreen400 for live darshan. Over the next couple of frames, the HP presenter demonstrates the purpose of the different icons. The voiceover explains the use of the product, while the camera focuses on how the device can be used by a simple touch and click.
Shot over three weeks in Mumbai, the film has been produced by Storytellers and directed by Arun Gopalan.
The second phase of the campaign will be entirely product-centric and highlight the other applications offered by the product. “We will run different TVCs to demonstrate applications such as video call, movies, payment of utility bills, to name a few. This will be followed by campaigns in print as well as the digital medium,” Singh says. The first TVC is on air across Hindi and English news channels, regional and Hindi general entertainment channels, and major kids’ channels.
Fight back
HP’s marketing push comes at a time when it is embroiled in a tough battle with Dell for leadership in the Indian PC market. Dell displaced HP from the top slot in the Indian personal computer (notebooks and desktops combined) market after six years when the former grabbed a market share of 15.2 per cent against HP’s 14.3 per cent in the second quarter of 2010, according to IT market intelligence firm, IDC India. IDC data also shows that Dell came back to its number one position in the third quarter with 16.7 per cent market against HP’s 13.7 per cent. Acer is at number three with 10.6 per cent.
Singh says, “It took us three years to develop this product. We did concept tests and research in this subcontinent on the aspiration level of Indians. We also ran a consumer-oriented research to check what they want, and what’s holding them back. The outcome convinced us that people wanted to participate in the digital revolution, but there wasn’t a product that would make this possible.”
Affordability is an issue when it comes to buying a digital device. “We kept the price at Rs 19,999 (plus taxes) for people who would have otherwise gone for an expensive device.” HP’s distribution width spreads across 60 cities and 700 outlets in India. HP has tied up with HCL as its distribution partner for the HP DreamScreen400. Besides HP stores, it is also available at mobile stores and large-format retail outlets.
But will it strike a chord with that Indian user who has not yet been exposed to a PC? Prasanto K Roy, analyst, CyberMedia Research; and chief editor, Dataquest says, “The HP DreamScreen400 is positioned as an infotainment station for the extended family that provides easy access to services through the internet. It may have limited appeal till the ecosystem improves by better and wider availability of high-speed broadband across the country. Its appeal would grow only if more applications and services are added to the current portfolio.”
