The launch initiatives are being designed to establish the product's edge in terms of: usability, ease in deployment, integration of the Web and access to data. But here's the twist: all roads from the `Vote for Productivity' campaign lead to the Web.

For, on June 7, in addition to Office 2000, Microsoft will launch a multi-pronged communication to channel all customer traffic to its interactive web-site www.microsoft.com/india/office 2000 through: a print campaign, created by Euro RSCG; banners in various web-sites; direct mailers; and brand visible campaigns at entertainment and life-style establishments.

``Our launch budget for Office 2000 is 100 per cent morethan Windows 98,'' says Karthik Padmanabhan, product manager, Desktops Systems and Applications, Microsoft Corporation (India) Pvt Ltd. ``This is the first time that Microsoft India has taken a massive initiative to use the web as a marketing tool.''

With a growth of over 200 per cent, the Internet connectivity is likely to reach 1.6 million by the year 2000, according to IDC. And with roughly four persons per connection, the web-savvy audience appears enormous.

To that end, besides having its own website, Microsoft has also taken a position at various web-sites such as Flavor of the Month, Rediff on the Net, Satyamonline, CIOL; newspaper sites like The Times of India, Indian Express and the Economic Times; and new sites like India World, to guide the audience to its web. But that's not all. Consider how Microsoft is aiming for high productivity through `Vote for Productivity':

Multi-partner activity

Microsoft is working closely with three launch partners --Compaq, NIIT and Satyam -- for chuffing up Office 2000 sales. Compaq is running joint promotions on PCs with Office 2000; Satyamonline is hosting Vote for Productivity contests and selling Office 2000 on its site; and NIIT is handling Office 2000 related training programmes.

In fact, NIIT's print ads on the Office 2000 training modules have already started appearing. Microsoft also intends to offer its customers a one-day orientation programme at NIIT to understand Office 2000. It has also tied up with Symentec (an anti-virus software vendor) who will help integrate anti-virus software with Office 2000.

Lifestyle and entertainment outlets

For higher brand visibility at lifestyle establishments, Microsoft has tied up with 200 non-conventional outlets like Big Jo's, Shoppers Stop, and ColourPlus showrooms; and movie houses like Sterling in Mumbai, Galaxy in Bangalore, and the PVR multiplex in Delhi.

``Our objective is to gain brand exposure and invite the consumer to our web-site. While theinstitution partner's objective is to generate traffic in his outlet, which we are ensuring by extensive campaigning in various media, where the partners' name also figures alongwith Microsoft Office 2000,'' says Padmanabhan. In India, where piracy is as rampant as 75 per cent of the total desktop software market, Microsoft values this brand-conscious audience because it is more likely to buy a licensed Office 2000.

Co-branding activity (Productivity & Mileage)

Microsoft has tied up with Indian Oil Corporation for co-branding activities at high-traffic petrol pumps. ``We are trying to link productivity from an Office 2000 perspective to a vehicle's productivity in mileage,'' says Padmanabhan. So under the `Productivity and Mileage' theme, their composite logos will appear in hoardings, giveaways, car stickers, kiosks, and key chains. Microsoft now plans to have similar tie-up with other companies.

IT retail outlets (Office 2000 Now Showing)

In 80 IT outlets across India, Microsoft hasinitiated a branded `Office 2000 Now Showing' signage with an arrow in front of the IT outlets. The idea: assuming that the potential consumer would have seen the signage in the media, he would then be drawn inside the outlet which is stuffed with Office 2000 branded collaterals, buntings, monitor toppers, posters, software racks and brochure stands.

With at least three specially-trained Office 2000 sales representatives for each outlet, Microsoft would help consumers to understand the product through demonstrations, audio-visuals commercials and testimonials (from the users of the beta version of the product).

The consumer would be encouraged to use Office 2000 from a `scenario perspective' to enhance his productivity. This means: how to web-collaborate with colleagues, fix on-line meetings, use it as a web-server, and access backend corporate data and then use it for analysis.

Road shows (Office 2000 Live Wire)

Between June 26 and July 17 '99, roadshows called Office 2000 Live Wire, managedby Showbiz, would wind through Delhi, Mumbai, Calcutta, Chennai, Bangalore, Pune, Ahmedabad and Hyderabad.

People registering for this one-day event at each of these eight cities via the web, stand to win three surprise gifts. ``We expect close to 4,000 people to walk in during the day in metros, while an exclusive gathering of 500 people will be there in the evening,'' says Padmanabhan.

With popular television personalities hosting the show, the evening event will feature the unveiling of Office 2000, product demonstrations, visually dramatic entertainment to connote its unique features, and multi-media activities for the gathering consisting of chief information officers, proprietors of small and medium enterprises, and opinion makers.

During the day, Live Wire will have lots of promotions and a slogan-writing contest where attractive prizes like baseball cap, T-shirt, ColorPlus shirts, sweatshirt, mug, keychain, pen, carsticker, and mouse pad with calculator -- all branded with Vote forProductivity-would be given to visitors.

The Vote For Productivity contest asks the visitor to write a slogan on what he feels about productivity. The winners would be decided by a panel comprising members from Microsoft, NIIT, Compaq and Satyamonline. Moreover, Live Wire will also include an event called Discussion 2000 where people can give feedback on the product. That is, if the Office 2000 hype hasn't already left them speechless.