The exercise is part of company's global strategy to give a new face to the `Philips' brand -- energetic, youthful, and a real-time performer, Roy said after launching the new 34-inch CTV along with the complete range of DVD players.

The market research conducted recently by PIL has revealed that the Philips brand is not identified as a brand for colour televisions, but it is associated with audio systems. ``This perception of the consumer is coming in the way and we have to change the mind set of the consumer,'' said Roy.

Accordingly, the company has prepared a campaign to suit regional markets with a theme which is a mix of international expertise and Indianappeal.

``For the southern markets we are featuring the well-known vocalist SP Balasubramanium who has over 30,000 film songs to his credit,'' said Roy.

The new campaign, to be launched exclusively in AP shortly, will combine the overwhelming popularity of the veteran singer and the youthful appeal as projected through his son. The company believes that both the personality traits work wonders as metaphors for the Philips brand, Roy said.

The 34-inch Powervision CTV launched in AP has a double window display, a feature that splits the screen equally to allow the viewers to see two pictures, simultaneously. u