Hughes releases DirecWay fusion centres campaign

NEW DELHI: In the process of establishing its network for `DirecWay’ global education and retail businesses, Hughes Escorts Communications Limited (HECL) has recently released an advertising campaign, created by TBWA India.

The campaign, which is targeted at prospective franchisees for DirecWay Fusion Centers, comprises print advertisements and direct mailers. `Three Businesses, just one opportunity’ says the print advertisements, targeting franchisee partners with a specific area and certain amout to invest for the venture.

DirecWay Fusion Centers will offer three services – tutorials and education services, broadband cyber café and convenient bill payment services, a concept, which is being promoted heavily of late. DirecWay globally facilitates interactive management education programmes. The programmes happen in a 'realtime, realworld' environment from reputed universities via satellite.

According to TBWA India vice-president Benny Thomas, the agency has worked upon more than four campaigns for Hughes in the recent past. For the record, TBWA Delhi office had won the creative and media business of Hughes Network Systems (HNS) and its two affiliated companies, Hughes Software Systems (HSS) and Hughes Escorts Communications Limited (HECL) last year.

After putting its network in place, the second part of the campaign, targeted at consumers, will be released in the next couple of months. For consumer-focused communication, the usage of television is being considered as well.

Prior to the latest campaign, Hughes had also released a launch campaign for DirecWay, highlighting its potential in terms of imparting education and offering broadband equipment to small and medium corporates among others areas.

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