Research In Motion has been on an extensive BlackBerry marketing campaign in India. In August they started the national campaign ‘Action starts here’. RIM is now launching a new approach across the airwaves.
The campaign, which has been launched on over 20,000 radio spots, showcases the strengths of BlackBerry as a brand that support individuals to get things done. The radio campaign begins with the ‘My action starts here’ jingle and goes ahead to reflect the association of action with BlackBerry.
“The campaign is aimed at cutting across demographics and encompassing a larger target audience under the overarching tag of ‘people in action’,” said Krishnadeep Baruah, Director Marketing for India at RIM. “It’s for people of action who put more into life to get more out of it. No matter what the action is, it starts here with a BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation.”
There will even be contests with the ‘Action starts here’ theme on certain radio stations. India users, keep it locked to your radio to hear details on how to participate.