Intel India’s ‘Sponsors of Tomorrow’ global campaign

By : |May 28, 2009 0

MUMBAI, INDIA: Sandboxes, rock stars and clean rooms mean something entirely different at Intel Corp., and a new integrated branding campaign by the leading silicon innovator will tell the world how.

Representing Intel’s biggest marketing campaign in nearly three years and the first that spotlights the promotion of the Intel brand and not a processor product, “Sponsors of Tomorrow” launched on May 27 in India. The ambitious campaign conveys the message that gigantic advances of the digital age have been made possible by silicon, the key ingredient in microprocessors, and the vast majority of this silicon has come from Intel.

For more than 40 years Intel has been delivering tomorrow’s ‘normal’ and our new marketing campaign is a way for the world to be made aware of this fact,” said Tim Bailey, marketing director, Intel Asia Pacific. “We’re hoping to convey that we’re not just a microprocessor company, but a move-society-forward-by-quantum-leaps company. What Intel develops today leads the path towards a better tomorrow.”

Apart from TV commercials and advertisements in newspapers across the country, special glow signs will be unmasked in retail stores across Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Kolkata, Chennai and Hyderabad to bring in the new campaign. The multi-million-dollar marketing campaign is the largest for Intel since “Multiply,” the September 2006 campaign that supported the then-new Intel CoreTM 2 Duo.

“Sponsors of Tomorrow” is expected to have a lifespan of three to five years, and was created by Venables Bell & Partners in San Francisco. It is the first campaign for Intel by the agency since being awarded Intel’s master brand account in January. Media planning and buying in India has been done by Omnicom Media Division (OMD).

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