Google Chrome: Tanjore
Sanjay Sharma
Campaign details
Brand owner: GoogleAgency: BBH IndiaBrand: Google ChromeCountry: IndiaChannels used: Cinema, Online video, TelevisionMedia budget: 500k - 1 million
Executive summary
In a market where Internet Explorer and Firefox were the default browser choices often preloaded into computers, Google Chrome wanted to go from being the third most popular to No.1 within a year. This would require Chrome extending its appeal beyond 'techies' and the early adopters, because it would need to be adopted by mainstream India.
This demanded a fundamental shift in...