BenQ 'fun factor' hits out at rivals

According to BenQ research, consumers in India like camera phones that emphasise 'fun'. As a result, the latest campaign is focused on the brand's new model, S670 C, a camera phone with 3D morphing capability (which allows users to morph photographs taken with the phone, so that a potrait can be manipulated into up to 12 preset preferences). "We managed to break through the clutter, since we were the first manufacturers to launch this feature," said Ish Bawa, marketing manager at BenQ. The company and its ad agency, Madison, launched a multimedia campaign, including a television commercial. Prior to this, BenQ had confined its advertising to print and outdoor. The latest print and outdoor executions feature popular MTV VJ Cyrus Broacha, who has a reputation as a wacky comedian. The company hopes that the creative will connect well with the audience through Broacha's "funny guy" image and exaggerated expressions, which will aim to drive BenQ's positioning as a fun, lifestyle accessory. According to Bawa, "within three days, 35,000 people had messaged across 10 cities. The TV commercials that aired during the highly watched India-Pakistan series of one-day cricket matches were highly effective." He added: "The perception of the brand in the eyes of the consumers as well as the trade has definitely changed for the better." BenQ launched products late last year without much fanfare, although more established brands such as LG, Samsung and Motorola were making a splash with big-budget initiatives. However, with a growing list of newcomers (Sagem, Kyocera, Geo, Tel.Me, Pantech) entering the Indian market, the need for BenQ to adopt a differentiated positioning ('fun factor') became critical.