Home >Industry >Advertising >Laptop, PC makers likely to spend 450 cr on ads as demand grows
Photo: Reuters
Photo: Reuters

Laptop, PC makers likely to spend 450 cr on ads as demand grows

Consumers are looking for one device per person instead of one device shared among family members

NEW DELHI : Personal computer (PC) brands have stepped up their advertising spends, which are expected to touch 450 crore this fiscal with demand starting to pick up following the easing of curbs put in place following the coronavirus outbreak, the subsequent reopening of markets and rising e-commerce deliveries of non-essential goods.

The advertising blitzkrieg is led by brands such as HP India, Dell, and Lenovo, which have begun promoting new launches and offers through above-the-line (ATL) and digital-led marketing activities.

The laptop category in India, which was hit by smartphones with big screen size and tablets, will see a revival, said Navin Khemka, chief executive officer, MediaCom South Asia.

“The lockdown has changed everything from students attending online classes to large corporates realizing the importance of mobility because of people working from home. I expect an unprecedented demand for laptops, given that its penetration is low. It’s a necessity rather than a luxury," he said.

PCs have become essential devices and consumers are looking for one device per person instead of one device shared among family members, according to multiple consumer behaviour insights shared by brands.

In the current scenario, the utility of a PC has increased for uses such as working, remote learning, online classes, binge-watching, attending webinars/conferences, and catching up with friends and family.

Apart from promoting new launches and existing products across digital platforms, Dell is offering cashback and bundles on PC deals, which include printers or headsets.

"We are also conducting webinars for teachers and parents since May, to help them integrate technology into teaching and learning under its Aarambh initiative. It has received over 2200 participants as of today," said Ritu Gupta, director – marketing, Dell Technologies, India.

The company has launched Dell Futurist, an online program targeting college goers who will soon be part of the Indian workforce. On signing up users are getting access to subject matter experts and in the first phase, the campaign is focused on gaming. Over the course of next few months, careers in cinema, and sustainability will be explored.

HP India said that it has witnessed strong y-o-y growth in May despite supply chain challenges and stores not being fully operational. There is a strong demand for PCs from all segments with maximum demand in the mid segment which is in 40, 000 - 60,000 price band.

“Work from home is also driving demand for displays and accessories as people want headphones, bigger displays, Keyboards, Mice to not only work but also for using their PCs for gaming and entertainment," said Vickram Bedi, senior director (personal systems) HP India.

It is all set to launch ‘Back to college’ series of offers and campaign.

Lenovo, which has also been promoting its products across digital platforms, did not respond to Mint’s queries.

This category is currently riding on digitisation of education due to covid-19 and work from home. However, when it comes to education beyond tier 1 and 2 cities there’s still no proper internet infrastructure which leads to students using smartphones for education.

“In the short-term budget laptops will witness a spike in demand. This might not be a long-term growth strategy for these brands as they are focussing on hybrid devices which can be used as both a laptop and tablet going forward," said Pavel Naiya, senior analyst at Counterpoint Technology Market Research.

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