Initiative includes new HCL ME range of leaptops, re-branding of all HCL Digilife stores nationally and a brand new TVC and logo on the theme of mobility
HCL Infosystems Ltd, one of India’s premier hardware, services and ICT system Integration companies today announced the launch of ‘HCL Mobile Excitement’, one of the Company’s largest marketing initiatives since the inception of HCL in 1976.The multi dimension initiative includes more focused marketing strategy towards today’s nomadic customer and saw the launch of a new logo and TV commercial focused around mobility and life–on–the-go.
Based on the findings of a survey carried out by research firm IMRB on today’s consumer, HCL has launched this new marketing campaign ‘ME’ to establish a more youthful and vibrant image of the brand to ensure a stronger connect with NextGen consumers. The Company’s new TVC and logo, an integral part of the new brand campaign ‘Mobile Excitement’ (ME) is more youth focused and revolves around the growing need amongst consumers for mobility. All HCL Digilife stores and retail outlets will also be re-branded as a part of this strategy.
Speaking on the occasion Mr. Ajai Chowdhry, Chairman & CEO, HCL Infosystems Ltd said, “Ever since our inception, we have understood our customer needs and have been amongst the pioneers in fulfilling them. The new HCL ME campaign has been made keeping the requirements of today’s on–the-go customers who are always on the move seeking seamless connection to the virtual world. With so much content and paucity of time, their focus is on MOBILITY always. We are hopeful that the renewed marketing focus will help us establish a deeper connect with our consumers and further consolidate our position in today’s fast paced market.”
HCL also introduced one of the world’s first laptops with in-built ‘One Touch’ service & support, that offers service and self recovery features like ‘One Touch support’ and ‘One Touch Recovery’ incorporated into the product. HCL’s new range of laptops comes with innovative features like SPLIT ME where one can share one’s data without worrying about the size of the file and LOCK ME that prevents data theft from the system. This feature ensures that the data cannot be copied on to external storage devices, USB memory sticks, CD optical disk drives, hard disk drive without getting authorization from the user, Secure ME a tool which can be used to lock any application installed on the PC e.g. Internet Browser, Adobe, Power point etc, another feature Encrypt ME allows the user to encrypt their data and avoids unauthorized access of the data, providing assurance against data theft. Apart from this, the new range of laptops also comes with features like face recognition and finger print recognition.
Today, every aspect of our society is changing in a profound way, including consumer demands. The new generation of Indian youth is well equipped to understand and leverage the power of knowledge to decide what is best for them. According to the IMRB survey conducted amongst collegiate and young executives in the age group of 18-29 years in key cities of India like Delhi NCR, Kolkata, Ahmadabad, Pune, Vijayawada & Mangalore, the youth today is highly individualistic and impatient, and craves for entertainment in all forms whether it is gaming, music, movies or the virtual world.
The survey also says that collegiates comprise 1/5th of the laptop market and that this section of the laptop market has seen sharpest increase in penetration across user segments. Therefore, HCL’s ME programme has been designed around the concept ‘it’s all about MEa’ to reach out to one of the largest emerging consumer groups – the youth & the young executives.
With the launch of HCL ME, HCL aims to address the market in the target segment. The HCL ME TVC will be aired on all leading channels starting Thursday, September 24, 2009 and the new range of HCL ME Laptops will be available in stores across the country.
About HCL Infosystems Ltd.
HCL Infosystems Ltd. with revenue (LTM) of US $ 2.6 billion (Rs. 12,378 crores) in financial year 2009 is one of India’s premier hardware, services and ICT system Integration companies offering a wide spectrum of ICT products that includes Computing, Storage, Networking, Security, Telecom, Imaging and Retail. HCL Infosystems Ltd. aims to be a one-stop-shop for all the ICT requirements of an organization. One of India’s leading System Integration and Infrastructure management services organizations, HCL Infosystems Ltd. has specialized expertise across verticals including Telecom, BFSI, E-Governance and Power. HCL Infosystems Ltd has one of India’s largest distribution and retail networks for ICT products, taking to market a range of Digital Lifestyle products in partnership with leading global ICT brands, including Apple, Cisco, Ericsson, Kingston, Kodak, Konica Minolta, Microsoft, Nokia and Toshiba. HCL Infosystems Ltd. today has one of India’s largest vertically integrated computer manufacturing facilities; with over three decades of electronic manufacturing experience, and HCL desktops are among the largest selling brands in the business enterprise space. With one of India’s largest ICT services networks that reaches most regions in India, HCL’s award winning support services make it a preferred choice of enterprise and consumers alike.
For more information on HCL Infosystems and its subsidiaries, please visit us at www.hclinfosystems.in