nderstanding technology may not be easy but using it can be simplified. That's the premise of Philips' latest advertising campaign, styled Sense and Simplicity. Launched globally in October last year, the campaign was born after research conducted by the company revealed that most consumers wanted the benefits of technology without the accompanying hassles.

The company found, for example, that nearly half the people who intended to buy a digital camera have been put off because they consider it too complicated. Or that nearly a third of home-networking products are returned because buyers can't figure them out. The Dutch electronics major surveyed consumers across the world before it decided to take this course of action. The Indian campaign started six months ago.... more