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6. Windows 8: Windows reopened

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As a part of the “Top 10 Brands that got Marketing Right in 2012”, at No 6 is Windows 8…

We have reimagined Windows and the result is a stunning lineup of new PCs,” said Microsoft chief Steve Ballmer while unveiling the new operating system (OS) which is fast-paced and more mobile. It comes three years after the launch of Windows 7 and has tried to make a touchscreen-friendly OS to keep up with the booming tablet market. Microsoft says that Windows 8 integrates the touch, mouse and keyboard experience.

India remains a price sensitive market and Microsoft adopted an affordable price approach for the adoption of Windows 8 in India at an upgradation for just Rs 699 or updating the OS via an electronic software download, which costs Rs 1,999.

Windows-8

The Company, in partnership with its vendors, launched 250 Windows 8 devices in India alone. It tied up with leading PC manufacturers such as Lenovo, Asus, Sony, Dell, Acer, Hewlett-Packard and Samsung to produce a range of tablets/ hybrids, ultrabooks and all-in-ones. All Windows 8 devices will also come with the Windows App store and some of the popular ones across categories include HT Media, Bookmyshow, Gaana, Dhingana, Zovi, Amity University, PVR and the NDTV Play App.

Sanket Akerkar, Managing Director, Microsoft Corporation India

Sanket Akerkar, Managing Director, Microsoft Corporation India

It recently unveiled its new commercial, titled ‘Everything at once’, conceptualised by JWT China, showing the multi-tasking ability and the importance of the product. Sanket Akerkar, Managing Director, Microsoft Corporation India feels that television is a crucial medium for the Indian audience and hence, that’s clearly a preferred media from an advertising perspective. Apart from the classical media mix of TV and radio, the brand has also focused on on-ground experiential activities to drive awareness by taking up spaces in cinema halls, malls and IT Hubs. To create brand recall and encourage sampling of the product, Windows 8 had an association with the Aamir Khan starrer, Talaash. The augmented reality through print ads urged consumers to ‘Join Inspector Shekhawat in his Talaash’. A contest was also launched to meet the actor.

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