Budget 2001: A Primer

Also, from June 2001, Ambience D' Arcy will handle the advertising accountof Philips India, informs Mr Ganguli. Due to global realignment, the Philipsaccount recently shifted from Euro RSCG Advertising to Ambience D'Arcy."After the account shift, we expect to see changes in our brand identity andpositioning at a global level," adds Mr Ganguli.

Meanwhile, the focus is clearly on experiential marketing in the Indianmarket place today. To announce the launch of its new range of portableaudio players called Philips MP3 Family, Philips India Ltd has kicked off anaggressive consumer promotion titled `Philips MP 3 Mania' in Mumbai.

Deviating from the traditional advertising routes, the company has opted toannounce the new launch with roadshows called "Rush Road Show" and gamekiosks billed as "Rush Challenge Zone" in Mumbai. And to support itsconsumer promotions, the company has also launched a print campaign inleading dailies in Mumbai.

Says Mr Ganguli: "As the new range is primarily targeted at the youthsegment, we decided to announce the launch with road shows at colleges andother youth hangouts in Mumbai. We want our consumers to touch, feel andexperience our new products."

According to Mr Ganguli, the company plans to roll out the new range andconsumer promotions in key metros very soon. The new range includes Rush, apalm-sized shock-proof portable digital audio player, eXpanium - a portableCD player and FW-V55 VCD mini hi-fi system.

To promote the new range in cyber space, the company has kicked off onlinecontests too. For the purpose, the company has tied up with Indiagames.com,informs Mr Ganguli.