I have worked in Saatchi & Saatchi for over three and half years, spread across 2 stints. And from my time there, the DNA of the company, its philosophy, which really inspired me. Saatchi’s focus is “to fill the world with ‘Lovemarks’.
The Lovemarks theory is based on a single premise: human beings are powered by emotions, not by reason. Thus, Lovemarks are the brands, events and experiences that inspire 'Loyalty Beyond Reason'.
HCL ME Tablets
Following the worldwide phenomena, PC Tablet sales in India is growing at an exponential rate of 750% (2011-12) with half a million units sold in 2011 alone.
The task for HCL ME Tablets has been much harder, being an emerging brand. Amidst this scenario of fierce competition from established players, HCL ME tablets set out to launch their first real brand communication.
What we did
During the campaign, Cricket, Bollywood, Music and Social Media have been our pillars for connecting with the target.
We used digital as a guerilla-marketing tool in order to multiply the magnitude of communications impact. We unfolded this campaign across multiple touch points to position ME tablets as change enablers for Middle India.
Business Objectives: 25% increase in the revenue of HCL ME tablets in Q2 as compared with Q1 of CY2013.
Achieve TOM awareness for HCL ME tablets and move the brand amongst top 3 brands on the basis of TOM.
ME stands for individuality and modernity and we want to distinctively position the brand for these values.