Windows 8 attempts to connect across Asia, with music

Microsoft has launched a campaign for Windows 8 across Asia. Created by JWT Beijing, the attempt is to position the operating system as a ‘tool of self-expression‘, using music and visuals to connect with the cultures of the region’s different markets.

The campaign features an array of musicians and bands across the Asia, including singer Sona Mohapatra from India. In one of the films, Mohapatra performs to the song Daav Laga from the Bollywood movie Aage Se Right.

According to an agency statement, the upbeat music encourages self-expression and experience, and serves as a metaphor for the new Windows8 operating system.

“Windows is an open and inclusive brand - empowering people - and we wanted the music, language and cultural references to represent that spirit,” said Alexandre Leite, global marketing director, Windows.

On the creative, Polly Chu, chief creative officer, JWT Beijing, said, “In Asia and South East Asia, we are growing our economy at high speed, yet we value our personal lives just as much and want to maintain our lifestyle, so balancing work and play was important. We know we can be productive with PCs, we wanted to focus on how they can be fulfilling too.”

Besides television commercials, the campaign will feature print ads, out of home, viral videos, an online app, and online advertising.

The Asian ads are part of a global campaign - a combined effort of JWT’s Beijing and Brazil offices, besides Crispin, Porter and Bogusky in the US, and Wunderman. JWT Beijing is credited with developing the lead creative concept for the worldwide effort.

“The launch of Windows 8 is a global phenomenon. I am thrilled that our team in Beijing created a big idea that is universal but able to be localized in a manner that suits different cultural clusters,” said Tom Doctoroff, JWT North Asia Area director and Greater China CEO.