Philips launches new brand advertising campaign in India

EPP News Bureau - Mumbai

Philips India, a subsidiary of the Netherlands-based Royal Philips Electronics announced the launch of a new brand campaign, in the city recently, evolving around the concept of ‘Sense and Simplicity’ in areas of healthcare, lifestyle and technology. Royal Philips Electronics will spend around Euro 80 million in the first quarter of 2005 globally with an investment of Euro 2.5 million in India.

K Ramachandran, managing director and CEO, Philips India said, “Simplicity is what people expect of technology and it is as applicable to a doctor working under pressure in a hospital with advanced medical equipment as it is a consumer operating a DVD recorder”.

The brand campaign will focus firmly on a core target group consisting of the 20 per cent of people, who do 80 per cent of buying, typically affluent decision makers in the age 25 to 55 age range and A/B+ category, who share a dislike for the unnecessary hassle often created by technology. “These same people make decisions in their personal and professional lives that are profoundly interesting to Philips,” said Enderson Guimaraes, senior vice president, head of Global Marketing Management, Philips International. “One person making a decision on a top of the range flat TV for his or her home could be the very same manager responsible for the purchase of medical diagnostic equipment at a local hospital,” he added.