Mktg - What has HP got to do with fashion ?

Kapil Ohri

A blog called BuzzAtHP.com, launched by Hewlett-Packard (HP), is reporting the activities at the Wills Lifestyle India Fashion Week (WLIFW) Spring/Summer 2009.

A team from interactive agency WebChutney is managing and uploading live the content on the blog from Pragati Maidan, New Delhi, where the fashion event is taking place.

Photos and videos displaying models on the ramp, showcasing the collections of designers such as Ritu Kumar, Manoviraj Khosla, Siddharth Tytler and Anjana Bhargav, have been uploaded. In addition, the blog carries the photo profiles of various designers and models along with their vital statistics.


The blog is linked as well to Flickr.com, a photo sharing website, and YouTube.com, a video sharing website, where the WebChutney team has uploaded WLIFW photos and videos.

The point to ponder is why is Hewlett-Packard, which is neither a news media company nor a manufacturer of any fashion related product, associating itself with and reporting live on one of the biggest fashion trade events in the country?

The fact is that HP has changed its strategy to develop and design its technology products. It has begun rolling out more customised, fashion oriented designer technology products, which make a style statement. To highlight this change, the company has started associating itself with fashion events. It is using the blog to push information about such events and strengthen its association with fashion.

Speaking to afaqs!, Shubodip Pal, head, marketing, consumer personal systems group, HP India, reveals, “HP has now started blending fashion with its technology products. This endeavour is a result of global research, which indicated that people don't want to own simple black notebooks.”

Pal says, “As a result, we have developed and launched imprint design notebooks, which make a personal style statement. The designs are inspired by nature and the various elements of life.” The company will leverage the fashion event as a platform to launch and showcase its imprint design notebooks.

What will happen to the blog after the WLIFW is over in the next few days? Surprisingly, the company is not in a mood to dump the blog.

Pal says, “BuzzAtHP will continue. We will use the blog to cover and disseminate information on big ticket activities according to the taste of our target audience – men aged 25-45 years, women and children.”

He adds, “The activities could be related to cricket, music and movies and we will carry out our live reporting through our blog. In the case of movies, the blog will be used to create a buzz around and spread information about the movie.” HP will also use its tieup with film production houses Dreamworks and Disney to get and spread information about their movies.

BuzzAtHP.com will be promoted along with the print ads of HP. A special online banner campaign will be carried out to create awareness about the blog. Search marketing will support the online campaign.