Rediff.com, the online provider of news, information, entertainment and shopping, has entered into an advertising partnership with Hewlett Packard or HP India to promote the company's range of printers for a period of three months. Included will be a series of online activities to promote HP Laser Jet printers on Rediff.com with the help of innovative ad formats, direct mailers and other promotions to induce the target audience.

The partnership is a result of the successful completion of the 'Laser Exchange Offer' promoted by the company for two of their high end products - HP Laser Jet 4200 and HP Laser Jet 4300 on the site.

The campaign, executed earlier this month on the Rediffmail service platform, focused on senior professionals in the age group of 35 years and above in the country. It ran for a week and evoked a positive response from the target audience due to a strong focus in reaching out to "profiled" consumers.

"We decided to extend our existing relationship with Redif.com based on their mature handling of the 'Laser Exchange Offer'," says Samir Shah, country category manager, shared printing and connectivity, Hewlett Packard. "The focus in the current phase will be on HP###SQ###s new Laser Jet 1005 printer. The communication will focus on the strong value proposition the product has to offer," he adds.