MUMBAI: With Compaq creating innovative brand integrations on Star Plus’ Kaun Banega Crorepati (KBC) host and Compaq brand ambassador Shah Rukh Khan has made the (branded) computer, the central character on the show.

While adding a regional flavour to the show by terming Compaq as Compaq Dada or Compaq Garu, depending on the origin of the participant, SRK has personified the computer – around whom the entire show revolves.

Khan says, “There’s no room for kuccha-kuccha about the fact that the PC is today an integral part of our lives, empowering us to succeed. I am glad to be associated with the Compaq campaign that aims to empower the masses. As a techno-freak myself, the PC to me is a virtual extension of myself, and my best friend with whom I not only work but also play and entertain.”

Hewlett-Packard India head of marketing, personal systems group Shuchi Sarkar adds, “The Compaq ‘Kal Tumhara Hai’ campaign has been conceptualized on the strong belief that the PC empowers users to achieve their dreams. While in a TV one can see other’s dreams happen, the PC enables the user to realize his dreams. The target is to make the PC the second or the third durable in every household. We are leveraging the association to leverage SRK’s charisma and mass popularity to educate consumers on the proposition of empowering people with their PCs.”

The company is focusing on strengthening its “Kal Tumhara Hai” consumer education programme through non-traditional platforms such as brand integration shows, online communities, school contact events and viral campaigns.

Hewlett-Packard India is also launching a special ad “Compaq Chowdhury” with Shah Rukh Khan for Compaq. The new ad will personify the computer to enhance the personal connect in a regional flavour for its “Kal Tumhara Hai” brand campaign.

The new ad to be launched across the country will be customized in the local lingo of the region. “We will continue to create interesting brand integration around KBC, while also spawning other similar initiatives to drive the mass appeal for the brand through Shah Rukh Khan,” Sarkar says.