Malaika Arora Khan, noted Bollywood actress and model launches Taiwan Excellence campaign 2012 and the SmarTEST!

Mumbai, June 19, 2012: The Taiwan Excellence Campaign is back with a focus to create excellent lifestyles in India. Organised by the Bureau of Foreign Trade, Ministry of Economic Affairs, Taiwan and implemented by Taiwan External Trade Development Council (TAITRA), a non- profit trade promotion organization, at a Press Conference in Mumbai today announced the third edition of its ‘Taiwan Excellence Campaign’ in India.

Following the success of Taiwan Excellence Campaign in the past two years and the heartening acceptance for Taiwan ICT products and technology, this year the theme of the campaign is “Creating an Excellent Home with an Excellent Lifestyle.” In sync with the campaign theme a wide range of home appliances and sports & leisure products will also be introduced to the discerning Indian consumer. This year 31 associate brand companies of leading Taiwanese brands from the ICT industry, Home appliances industry and Sports & Leisure industry have pledged partnership to the Taiwan Excellence Campaign 2012. They are Adata, Asus, Aver, AVermedia, Avision, BenQ, Cashido, Cooler Master, Crosscarf, D-Link, EDIMAX, Eilong, ENERMAX, Everlight, Genius, GIGABYTE, INADAYS, Just Mobile, Karma, Microlife, Optoma, PQI, PX, SHUTER, Silicon Power, Strength Master, Thermaltake, Transcend, WATOTEC, and YEN SUN. The foremost aim of the Taiwan Excellence initiative is to showcase the ‘Reliability’, ‘Innovation’ and ‘Value’ strengths of Taiwan products, to an increasingly aspiring audience base in India. See more information:

Ms. Emma Yang, Director, Taipei World Trade Centre Liaison Office, at the launch ceremony said, “In realizing Taiwan’s aspiration to create an outstanding lifestyle for the Indian consumer market, a vast array of Taiwanese brands from information & communications technologies, consumer electronics & home appliances and sports & leisure industries will be introduced. I hope these reliable, innovative, and remarkable products become an extravagant treat for Indian consumers, giving them the opportunity to enjoy a superior quality lifestyle brought about by "Taiwan Excellence”. I feel extremely pleased to have with us 31 such ‘Excellent’ Taiwanese partner brands who will showcase their finest offerings to provide ‘Excellent Lifestyles’ to the discerning consumers in India.” Highlighting the growth prospects of the brands that will be launched in India through the Taiwan Excellence campaign, she further added, “The Indian economic growth has been positive, its consumer spending has also emerged in full strength, making its domestic market demand to be the most sought after by economies across the globe. The rise in the disposable income of Indian consumers have further steered this growth story to new heights. While till last year we focused only on the ICT products’ promotion in India, this year with the theme of Creating an Excellent Home with an Excellent Lifestyle we will aim to bring a whole new lifestyle to India’s new age stylish customers.”

Taiwan Excellence 2012 was represented by top executives from ASUS, GIGABYTE, CASHIDO, KARMA, STREGTHMASTER, Transcend, etc...

The occasion also marked the launch of the biggest and unique contest program of the year - The SmarTEST! campaign, as part of the Taiwan Excellence initiatives commissioned by Bureau of Foreign Trade. This is a creative and fun campaign across the four emerging markets- Indonesia, India, Vietnam, and Mainland China, that aims to outstand those most street-smart and the most creative minds, and offers the contestants cash and prizes totaling USD 100,000, the highest ever in Asia! Only those who register on before July 7 are eligible for prize claim. The campaign starts with a 24-hour non-stop online quiz on July 7, where contestants are tested on the IQ, common sense and their knowledge related to Taiwan Excellence and its award winning brands. The top ten contestants from each country will proceed to the next round of challenges, which will be conducted in August. The contestants will be required to perform a series of tasks, using a variety of Taiwan Excellence products. To be the smartest winner, contestants may ask for assistance from all their possible social networks to survive from the elimination. The winner will be decided basis the number of votes received in support of each contestant. The winner will then choose any two people to constitute a team that will represent their country and compete against the winning teams from the other three countries in the finals to be conducted in Taiwan in October 2012. At the final stage, the cross-regional final winner will receive cash award of USD 35,000 and an armful of premium products sponsored by Taiwan Excellence brand partners.

Launching the Taiwan Excellence campaign and the SmarTEST! program Malaika Arora Khan, noted Bollywood Actor, Model, Television personality, and the continuing Taiwan Excellence Celebrity Endorser of Taiwan said, “It’s a pleasure to be the ambassador of Taiwan Excellence again this year and I am truly honored. This year’s theme ‘Creating an Excellent Home with an Excellent Lifestyle’, reaches out not only to the stylish diva but also to the homemaker in me that is always on the lookout for globally recognized brands and products to make my home an excellent one.” Talking about the SmarTEST! program, she further added, “The SmarTEST! program is a great opportunity for Indian audiences to be a part of a fun and adventurous competition not just in India but with audiences across China, Indonesia & Vietnam and finally three of our smartest people will represent India to compete in Taiwan and demonstrate that we are the “Smartest”.”

Taiwan Excellence Campaign 2012 will continue to engage consumers and business associates in metro cities through various promotional activities in Mumbai, Chennai and Delhi along with experience zones to be held in different shopping malls in all three cities, and Social Media platforms. From June 20-24, you can come to Inorbit Vashi Mall to have “SmarTEST! Sneak Preview.” From June 25 to July 4, come to 3 Ezone stores to get freebies and register for SmarTEST! program. Go to: Infinity - 2, Malad, Oberio Mall, Goregoan, Haiko Mall, Powai.


About Taiwan Excellence
“Taiwan Excellence”, which represents innovative and technological image of Taiwan’s competitive industries, is a symbol of reliability, innovation and super value. Such excellence is radiated in many of Taiwan’s niche industries, particularly the ICT industry, of which many have become renowned brands in their field. In Indian market, Taiwan Excellence along with selected 31 Taiwan international brands expect to bring “Excellent Lifestyles” to consumers’ daily life. For more information and promotional events about Taiwan Excellence and international brands, please visit main site: or India event site:

Bureau of Foreign Trade (BOFT)
BOFT( Bureau of Foreign Trade) officially established under the Ministry of Economic Affairs (MOEA) on 1 January 1969, is responsible for drafting Taiwan's international trade policies and managing trade related activities. Over the past few decades, BOFT's role and position have undergone continual adjustments to meet the needs of the shifting international economic and trade environment. Visit for more information

Taiwan External Trade Development Council (TAITRA) is globally recognized as Taiwan’s foremost non-profit trade promotion organization, with over 50 overseas offices around the world. For more than 40 years, TAITRA have been highly commended for the professional and outstanding services, offering a host of trade related services that cater to different business needs. Partially supported by the Taiwan government and various commercial and industrial associations, TAITRA have been entrusted to spearhead numerous government projects including the launch of the Integrated Marketing & Communication (IMC) Project for Taiwan International Brands and Industry Promotion.

For more information, contact: Ogilvy Public Relations
Pallavi Rao
+91 9833166274

Manallii Ajmera
+91 9833763484

TAITRA Mumbai Office