The major campaign, launched for the first time in the Asia-Pacific and Japan region beginning with India, was directed towards today's entrepreneurial owners of Small and Medium Businesses (SMBs). Dell CMO Mark Jarvis said, "India is a strategic, new and emerging economy for Dell. The campaign underscores our commitment to it. Also, it marks a shift away from our industry's conventional use of celebrity endorsers." The campaign is a part of the company's focused SMB initiative, one of the top five priorities for Dell. From transactional marketing and use of celebrity endorses to brand marketing, he said.
The brand campaign launch in India follows Dell's earlier announcement of an enhanced global philanthropy strategy.
India was the first country in which grant applications were being solicited for programs that support education and digital-inclusion initiatives for ensuring the next generation's success in the Connected Era, Mr Jarvis said.
The campaign roll-out would include multi-phased launch with a media mix including print, Out of Home (OOH), digital media and broadcast spots and extensive SMS messaging over the coming months.