Intex has been one of India"s Pioneer companies in the field of Electronics and IT hardware. They have shown tremendous growth in sale of IT equipments and also in recent times, mobile phones. They are now considered a worthy competitor in the mobile market by the likes of Micromax, Videocon, Fly Mobiles, Spice Mobiles, and Maxx. Some of their innovations in mobile technology send a shiver down the spine of even premium brands like Nokia, Samsung and Sony Ericsson.

Intex Technologies have initiated an on-ground campaign as a means of promoting its new range of mobile phones. The move is aimed at creating awareness among the people about its phones and their specs. The company has stated that the campaign often referred as Intex on Wheels is the biggest Below the Line (BTL) activity that it has undertaken for promoting its mobile phones targeted at mass customers.

The campaign will aim to cover the states of Uttar Pradesh, Tamil Nadu, Haryana, West Bengal, Punjab and Madhya Pradesh. The company has initiated the move along with Outsel Promotions, the activation arm of Madison Media.

The customers will be encouraged for a personal trial of all its products which includes the Intex V.DO Video phone, Intex V. Show Projector phone and the Video Chat Phone- the Intex IN4470 that facilitates face-to-face chatting. The campaign is done in vans and the company has created various zones in these vans that allow users to experience all the features of the phone.

According to Mr Vinayak Lal, General Manager of Marketing, Intex Technologies, all the company"s phones have a unique positioning and are meant for different types of customers. So the campaign was intended to provide a unique experience to every customer who visits the van during its plight. For example they have created a projector room within the van to highlight the projector capability of the projector phone- the Intex V. Show.

He also stated that the company wants to achieve two things with this campaign – one is of curse the promotion of its mobile handsets and the other is to expand its network. The company aims to expand its existing network by adding more distributors with this campaign.

The company intends to spend over Rs 1 Crore for the Intex On Wheels campaign that covers nearly 400 towns in 15 states. The company is on the footstep of achieving a revenue growth of over 20% in the current fiscal and the company believes that majority of the growth is going to be from the Mobile Handset sales. The campaign is certainly working well for Intex.

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