We decided to move out of the tech and specs space and build an emotional bond with the first-time, non-tech savvy buyer in the small, medium and home enterprise segments. This market demands quality. We used the baby to neutralize the ‘techiness’ associated with printer advertising and provide the acid test for photo realism.

A crying baby, who won’t mistake mother for anything, is convinced by a printout from the new HP printer.

The choice of media, primarily TV, took HP out of the tech magazine and trade press environment and allowed for this emotional bonding with the consumer.

Printer sales during the campaign quarter grew not just by 46% over the previous quarter but steadily increased every month.This kind of sales increase was exceptional in a dull market because of the economic slow down India was going through.

We also had customers calling in or coming to the retail outlet and asking for the 'HP Baby Printer' which meant that simple ideas really work.