Shafiq Ahmed
With Compaq creating innovative brand integrations on Star Plus' Kaun Banega Crorepati (KBC) host and Compaq brand ambassador Shah Rukh Khan has made the (branded) computer, the central character on the show.While adding a regional flavour to the show by terming Compaq as Compaq Dada or Compaq Garu, depending on the origin of the participant, SRK has personified the computer - around whom the entire show revolves.
Khan says, "There's no room for kuccha-kuccha about the fact that the PC is today an integral part of our lives, empowering us to succeed. I am glad to be associated with the Compaq campaign that aims to empower the masses. As a techno-freak myself, the PC to me is a virtual extension of myself, and my best friend with whom I not only work but also play and entertain."
The company is focusing on strengthening its "Kal Tumhara Hai" consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.
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