Indiantelevision.com Team

(23 September 2009 4:00 pm)

MUMBAI: Internet giant Yahoo! is investing $100 million in its biggest marketing campaign that looks at re-establishing the brand's lost identity amongst public.

Playing on the new tagline "It's You!" where Y in the "You" is the Y from "Yahoo", the campaign will be launched in the US on 28 September while it will role out in India and the UK on 5 October. Following this, the campaign will also be unveiled in emerging markets worldwide including Brazil, Canada, France, Hong Kong, Indonesia, Korea and Taiwan.

Designed by Ogilvy & Mather, the new campaign focuses on personalisation and also looks at letting existing and new users know as Yahoo can help people navigate all their services and information online. The campaign will also launch the new tools that look at aiding users customise Yahoo products such as Yahoo.com.

Said Yahoo! EVP and chief marketing officer Elisa Steele, "This is much more than an advertising campaign. It's about how Yahoo! delivers its promise to the market in everything that it does. Our brand strategy shows our commitment to delivering personally relevant online experiences."

The company will use online, cable TV, radio, print and outdoor for spreading its new campaign awareness.