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HP invites millennials in India to ‘Bend the Rules’ with Bindass

11-October-2014
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HP invites millennials in India to ‘Bend the Rules’ with Bindass

HP India today launched its new ‘Bend the Rules’ campaign featuring brand ambassador, Deepika Padukone. The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

Millennials strive for success at an early age using the power of technology. HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hash-tag #BendTheRules, of how they have bent the rules to achieve success. A winning entry from India will get a chance to share their inspiring story with a larger audience through a short film which will be aired on Bindass, a leading brand that mirrors the lives and aspirations of Young India and aims to be an ‘enabler of purposive action’.

“India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation,” said Lloyd Mathias, Head of Marketing, Printing and Personal Systems, HP India. “Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

Talking about this association with HP, Nikhil Gandhi, Vice President - Revenue, Media Networks, Disney India said, “Bindass reflects the dynamic lives of the young India and this campaign is yet another reflection of their dreams. Having deep dived into the fabric of Indian youth for years, we are happy to leverage this understanding of HP & create an apt platform for the brand to deepen their engagement with the young and restless.”


“India is full of creative and innovative young minds that believe in doing things differently,” said Deepika Padukone. “I am excited to be part of the HP’s #BendTheRules campaign as it provides a great opportunity for the youth of this country to showcase their talent and the different ways in which they have achieved success.”

Also featuring in the campaign is the HP Pavilion x360,a value-packed convertible PC, which easily converts from notebook, to stand, to tent, to tablet mode. With optimized touchscreen performance and BeatsAudio™, the device is ideal for the productivity and entertainment needs of consumers.

The campaign is spread across multiple platforms including television, print, digital, social media, out of home, webisodes and Vine videos. To find out more about #BendTheRules, visit bendtherulesindia.com and the HP India Facebook page along with bindass Facebook Page, or follow the conversation on Twitter.

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