Brief:
Back in 2012, the piracy menace in India’s largest IT markets grew to colossal proportions. Nehru Place which is recognized as the largest IT Hub in Asia became the largest piracy hub. Led by Nehru Place, other IT hubs were also fast losing their credibility and even worse – losing consumers. With bad press coverage and unreliable buying experience scaring the consumers away, sales dropped sharply, Microsoft wanted to clean up the menace of piracy.
Solution:
Hai Dum? Asli Windows Ka? emerged as an innovative campaign that transformed consumer perception about the IT hubs via a complete visual makeover of the IT hubs and achieved an improved brand health for Windows. It also involved a makeover in the approach of retailers and a positive makeover in the information passed on to the consumers. This three pronged strategy, with a strong channel-partner tie-in, was directed towards making Nehru Place a cleaner, honest and consumer friendly IT hub. The task at hand was a mammoth one which had the government authorities, retail associations, the municipal commission, retailers and Microsoft come together to turn around the image of this IT hub.
Results:
Hai Dum? Asli Windows Ka gave IT hubs in the country a makeover at various levels – bringing about a change in the approach of retailers and gave a positive makeover in the information disseminated to consumers. This herculean initiative saw participation and collaboration of government authorities, retail associations, municipal commissions, retailers and Microsoft, with a view to turn around the image of IT hubs and save business while regaining consumer trust by battling piracy. The measure of success of the ‘Hai Dum?’ campaign lies in the fact that not only did the campaign gather positive reactions from the press but also resulted in a direct increment in sale.
We use them to give you the best experience. If you continue using our website, we'll assume that you are happy to receive all cookies on this website
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie | Duration | Description |
---|---|---|
cookielawinfo-checbox-analytics | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics". |
cookielawinfo-checbox-functional | 11 months | The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". |
cookielawinfo-checbox-others | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. |
cookielawinfo-checkbox-necessary | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary". |
cookielawinfo-checkbox-performance | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance". |
viewed_cookie_policy | 11 months | The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data. |
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.