IT major Hewlett Packard (HP) on Wednesday announced the rollout of its global integrated marketing campaign here in India. HP launched a new range of notebooks and handheld devices, including the company’s lightest notebook to date.

The new campaign, driven by HP India’s personal systems group (PSG) focuses on the highly individual and personal relationship people have with their computers, which is unique to each user.

Globally, the campaign, which is a big budget, mega campaign, even by HP parameters, is already on. In India, the multimedia campaign will be handled by ad agency Publicis, said top company officials. However, they remained tightlipped about the ad budget.

Mr Ravi Swaminathan, vice-president, personal systems group, HP India, said, "The concept around this strategy focuses on the highly individual and personal relationship people have with their computers."

Microsoft Corporation India Private Limited, a subsidiary of Microsoft Corporation, USA, on Wednesday announced its Genuine Software Initiative in India that will bring together Microsoft’s many activities and investments directed at combating software piracy in the country. The company is making investments in areas of education, engineering and enforcement.

"It’s important for everyone concerned to realise that piracy impacts the health of IT industry and the economy as a whole, and the industry needs to work in tandem to address the issue. Through our Genuine Software Initiative, over the next year, we will be making significant investments in the areas of education, engineering and enforcement to ensure that we create an environment of respect for intellectual property rights (IPR) and help bring down the level of piracy in the country," said Mr Doug Hague, head of business and marketing operations, Microsoft Corporation India Private Limited.

The company also announced that it will introduce windows genuine advantage (WAG) notifications.