Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign

The television (TV) commercial designed to promote the Intel brand, as opposed to an Intel product, featured an actor portraying the character of Ajay Bhatt (Bhatt), Chief Client Platform Architect in a Mobile Platforms Group, Intel fellow, and co-developer of the USB⁶. The actor was shown walking like a rock star for a cup of coffee in an Intel cafeteria. According to Intel, the main purpose of this campaign was to highlight the fact that Intel was no longer just a microprocessors company; it was much more. Commenting on the campaign, Prakash Bagri, marketing director, Intel South Asia, said, "The technology Intel develops goes beyond just the microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. Keeping that in mind, we launched the Sponsors of Tomorrow campaign."⁷