Indians game for Intel's 'PC adventure'?

BANGALORE: In a first of its kind elaborate localized initiative in the world, Intel has devised an India specific awareness, marketing, advertising and retail program aimed at increasing PC penetration in India.

The initiative got off to a start in Bangalore when the company launched the Great PC Adventure- a PC carnival to provide the public a hands-on experience, a digital home showcase, live demos of the uses of a PC and a 3D film in a pyramid shaped inflatable.

Briefing reporters, Intel APAC corporate marketing group director Trish Thomson said, "India is one of the top 10 markets for us and we are seeing that affordability has grown in urban areas. PC penetration in SEC C cities is growing at 150 percent year on year."

Intel India marketing GM Jayant Murthy added, "Families in SEC C cities see success through the lives of their children and we want to give them an idea of how to equip children with a passport to success by bringing home a PC."



A nationwide research undertaken by the company, showed that current users see the PCs inextricably linked to their long-term economic and social success. However, penetration of TVs, fridges and mobiles is far higher. To close the gap, Intel realized that it was necessary to highlight and demonstrate the "life changing" potential of a PC to help consumers get over the fears and myths associated with PCs, and make them comfortable with a computer.

In keeping with these findings, the company has rolled out an extensive advertising, experiential marketing, retail and channel initiative that would carry on into 2005. The great PC adventure would be rolled out across several towns and cities in India soon. Intel has roped in OEMs and channel partners to align their communication around Intel's theme. The retail strategy involves the "Digital PC party", which is a hands-on experience for the family, demonstrating the uses of PC, to be conducted across 75 cities. The marketing campaign hopes to expand coverage to 30 million households in the country.



Thomson is confident that there would be a substantial increase in PC penetration in India following the campaign.