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Dell India launches early campaign to tap festive market share

Dell India launches early campaign to tap festive market share

Author | Ankur Singh | Tuesday, Sep 22,2015 8:04 AM

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Dell India launches early campaign to tap festive market share

Continuing to be consistent with its approach towards festive season advertising, Dell India has launched its new TVC conceptualized. With its digital premier that went online on September 20th, the TVC will be airing in 5 different languages from October 10, 2015 across leading English, Hindi and other regional entertainment, movie and music channels. Dell’s television commercial aims to inspire the sentiment of goodness which prevails through festivities, seeing Indians reach out and share the joy of celebration in order to spread the festive cheer.

Conceptualized and executed by GREY group, the Dell festive TVC brings alive Dell’s message to “#Share the Joy” using the power of technology, because “Baantne se hi khushiyaan badhti hain” when it comes to the togetherness which is central to the Indian festive season. It brings alive the viral nature of festive cheer, and how technology can play an active role in multiplying the effect of a good deed by inspiring others to follow, both in reality and in the virtual world.

Storyboard

The TVC begins with a young man who is unable to go home for the festival of Diwali, and he shares his disappointment on his social network using his Dell laptop. His friends respond by showing up at his home to include him in the festivities and make the celebration extra special. A woman witnesses this small act of goodness on social media, and decides to book tickets for her household help using her Dell desktop in order to reunite him with his family during the festivities.  A brother-sister duo gain inspiration from this gesture, and include children playing on the street in the festivity. They project a life-sized live stream of the celebration of Dussehra onto a wall nearby so the children can enjoy the celebration.

“Dell powers the technology which facilitates the social nature of happiness and showcases how its range of devices - desktops, 2-in-1s, All-in-ones, Laptops and Projectors – act as enablers which can aid customers to #sharethejoy,” said a company statement.

Watch the TVC here:

The campaign

The Dell “Share the Joy” festive campaign will have a 360 degree impact - across all media with television, radio, print, OOH, Cinema and digital activations. The TVC campaign will be supported by social engagement especially on Twitter and Facebook. The aim is to encourage more users to share their stories of how they #Sharethejoy and inspire others to follow suit.

Makers Speak

Ritu Gupta, Director, Marketing - Consumer & Small Business, Dell India said: “We believe in empowering our customers to stay connected with their loved ones and share their special moments, using the power of our versatile technology solutions, and aim to be present on occasions that matter to them. The festive season in India not only entails coming together with family and friends to celebrate, but there is joy and contentment when you share that joy with others. What better season than festive to demonstrate how technology is at the core to enabling this feeling. It could be spreading happiness through good deeds or thoughtful gestures, and it further encourages others to share the joy of festivity and goodness. The concept of #ShareTheJoy recreates the sentimental value of festivity, as we seek to celebrate with our customers and watch the happiness grow.”

“Festivals are all about festive spirit, which brings out our best selves and creates a stage for us to spread cheer among others. Any act of niceness is inspiring and has a cascading effect. And with technology, we can share the joy like never before." Ram Jayaraman, Senior Executive Director, GREY Bangalore.

The legacy

The world is moving over desktops and laptops to mobile, while PC manufacturers are struggling to keep pace with the changing times. Technology brands thrive on festive occasions when Indians prefer to buy new items. Dell has been at the forefront in adapting social media for marketing as well as customer service.

Gathering momentum since 2013, Dell India has been consistent in it treatment of the festive season. From festive discounts, to mega marketing campaigns beginning in advance, the technology player has made its mandate not to leave any stone unturned during the festive season. Past few years saw campaigns like #HintAGift, #CelebrateDellSe which panned out successfully for the brand.

Being one of the frontrunners in coming out with festive marketing campaigns this year too, Dell seems to have its eyes set on the major chunk of the consumer pie.

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