The campaign created by Amirati Puris Lintas will hinge on the `value' benefit offered through technology. The company will initiate a demand generation process through a robust telemarketing process and also by launching a direct mail campaign. It will also hold innovative road shows in order to promote the concept. The company has earmarked about Rs 2 crore as its ad budget on digital products this year -- it proposes to launch 15 hi-tech digital products this year from its channels division, formed a year and a half ago. Meanwhile, the company is planning a February launch of one moredigital solution which help the company straddle the lower end of the the SOHO segment.

The company's focus on unveiling digital products forms part of its `customer-centric' strategy wherein it plans to tap the fast growing SOHO segment which as per the research conducted by the company is looking at value-added solutions. ``A SOHO consumer is a extra-conscious buyer to whom value addition is important,'' says S Rama Krishna, marketing manager, personal document products, Modi Xerox Limited.