Toshiba has launched an aggressive branding campaign called Freedom, which promises the mobile user to be 'always on'. The anytime anywhere concept of mobile computing will now be extended to mean the freedom to be connected anytime anywhere not just with the notebook, but also with various mobile devices. The campaign has been launched at the global level and will be implemented in India in collaboration with its distributor, HCL Infosystems. While the major investment will be made by Toshiba, HCL will also make a small contribution but undertake joint marketing activities towards this end. As a result of this campaign, HCL hopes to increase its marketshare in the Rs 660 crore mobile computing market in India. Its initiatives on this front will include an aggressive advertising campaign, educating channels and revamping its website.
HCL Frontline Division had forged an alliance with Toshiba in 1997 to market and support the Japanese giant's notebook computers in the country. According to company officials, Toshiba has emerged as one of the fastest growing companies in the notebook segment in India and has registered a 70 percent growth rate over the last two years.