Dell SME forum
Anita Devraj Mookerjee and Deepa Sudhakaran
Campaign details
Agency: Mediacom IndiaBrand: DellBrand Owner: Dell IndiaCountry: IndiaCampaign Duration:Media budget USD: $500k - $1mChannels used: Business-to-business, Branded content, Events and experiential, Internet - general, Newspapers, Sponsorship - event or property
Executive summary
The SME segment was critical to Dell India's business plans. After a stellar branding campaign in 2009, 2010 saw Dell's shares eroding in this segment. The brand had to do something innovative to gain back market shares and be seen as a true partner and...