Adith Charlie

Mumbai, Nov. 23 Computer chip maker Intel intends to popularise its latest processor, the core i7, among the youth by having gaming related marketing campaigns in more than 100 colleges within the country in the current year.

“Intel will focus heavily on the experiential aspect of creating gaming champions across colleges and other places where young people and gamers congregate,” Mr Prakash Bagri, Intel`s South Asia Marketing Director, told Business Line. This would culminate into an annual do and will also see participation from various gaming industry partners.

The core i7 processor has been touted as ‘the fastest processor on the planet’ by Intel and hence the company is targeting gamers and digital content creators through its marketing campaigns.

“We try to straddle between establishing the product for the relevant user group and bringing in new users to this group,” said Mr Bagri.

Targeting the youth is an integral part of Intel’s marketing strategy. India is considered to be one of the biggest untapped gaming markets in the world.

In spite of the company’s focus on the gaming community and the youth, it has ruled out the possibility of having a celebrity brand ambassador for the core i7. “We are not marketers who believe in the need for celebrity endorsement. Moreover, it is difficult for us to figure out a celebrity who could do justice to Intel, which is a reasonable well known brand,” said Mr Bagri.

Intel also is seeing some negative impact due to the current slowdown. “It is true that there have been some changes in growth estimates for the Indian market from the beginning of the year to now. However, the long term demand for our products continued to be robust,” said Mr Bagri.

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