Cisco's brand campaign in India to communicate the 'Human Network Effect'

Next Phase of Marketing Campaign adapts to Web 2.0 World.

Cisco® today unveiled the second phase of its “Welcome to the Human Network” brand campaign called “The Human Network Effect” in India. The corporate brand campaign targeted at customers, partners and employees, and a wider audience, through a 360° media buying strategy focused on multi-platform media such as Television, Out-of-Home and Digital media. Supported with a week of interactive events, marketing activities and product launches to introduce the next phase of the Human Network story, this is Cisco’s first-ever marketing campaign in India to coincide with the global launch.

Nupur Sharma, Head – Brand Strategy and Advertising, Cisco India & SAARC, said, “The internet is evolving into a network of people, changing how we consume media, communicate, collaborate and innovate. With The Human Network campaign, Cisco is redefining its branding efforts in India to highlight how its technologies are changing the way we work, live, play and learn. Ultimately, our target audiences care about the effects of technology, and that’s what Cisco will highlight in this next phase of the Human Network campaign.”

To demonstrate the real business and social benefits of people coming together using Cisco technology and illustrate the impact of leveraging the full power of the Network, the campaign focuses on seven Network Effects - the New Collaboration Effect, the Break Down Barriers Effect, the Save More Travel Less Effect, the Power When You Need It Effect, the Launch Products Faster Effect, the Save the Planet Effect and the Knowledge is Power Effect.

The campaign emphasizes a strong digital focus with Web 2.0 tools such as Blogs, RSS Feeds, Webisodes, Podcasts, Click 2 Chat and Video on Demand integrated on a new environment created on the Cisco Web site that mirrors the Human Network Effect. This section lets visitors interact and share information and ideas with one another, business partners and Cisco employees. Cisco is also launching a “Share Your Story” digital contest to invite people to share experiences that demonstrate the new and positive effects of technology in our lives.

The first phase of “The Human Network” advertising campaign was launched in India in February 2008. The campaign was first introduced in the G8 countries in 2006 when Cisco announced a rebranding effort with a new logo, corporate website and an advertising campaign intended to build an emotional connect and communicate the value that Cisco, via networking and the internet, brings to people’s businesses and lives.

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