Humanization To Personalization: The HP Way

Strategically shifting its focus to gaming and premium products, Hewlett-Packard India has now strengthened its leadership position across all segments in the PC category. Neelima Burra, Country Marketing Director, HP India talks about how the company is bringing in an emotional connect with the brand philosophy in order to be more relatable to Indian audiences

- Dipali Banka

Q] What is the overall brand philosophy of HP in India and how are you positioning it across categories?

The HP brand is positioned around the philosophy ‘Keep Reinventing’ in India, as we want our technology to inspire people to reinvent their lives, stories, success and productivity every day. Our numerous activities in branding, marketing, business and product innovation actually take this philosophy forward to create amazing experiences. Be it the new Spectre launch or the Omen X launch, it is all about how we are reinventing the game, luxury or performance. We also take forward the reinventing thought process in our CSR activities. So, this is one philosophy that binds us as a company, right from insight and product innovation to business and brand innovation.

Q] We saw the brand philosophy of ‘Reinvent my story’ in the last HP TVC, how do you plan to take this brand proposition forward?

If you look at India, it’s a huge market with different consumer segments right from urban to rural, and from first-time buyers to replacement buyers. For everyone it’s a different story through which you can use technology and reinvent your life. ‘Reinvent My Story’ was a series of stories which we created around the newer trends which are emerging in the millennial segment for example entrepreneurship. Going forward, we will have many such ‘slice of life’ stories in different segments.

Q] More than 100 brands associated themselves with IPL 2018. Did you feel that your brand was getting lost in the crowd of so many other brands?