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Dell rolls-out 'Back to College' campaign

28-May-2016
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Dell rolls-out 'Back to College' campaign

Dell recently kicked off its ‘Back to College’ campaign for 2016 with offers and activities for its college going audience. With the tag line ‘Aim High for Success with the Dell Advantage’, the program was conceptualised using insights on what drives the youth of today. Dell celebrates the dedication of India’s youth to aim high and explore their limits, by providing the right technology tools to help them expand their potential to grow and succeed.

The Back to College campaign also aims to provide avenues for the youth to pursue their passions and discover new-age skills that could help them to chart their own path. Dell believes technology plays a crucial role in shaping the overall development of an individual and is intent on being a constant companion throughout this journey of self-discovery. Alongside the seasonal Back to College purchase offers and vouchers, the integrated 360 degree campaign aims to build a deeper connect with the youth across offline and online platforms, to help them become ‘future ready’ by equipping them for evolving job roles and professions in a rapidly digitalizing world.

Commenting on the launch of the campaign, Ritu Gupta, Director – Marketing, Consumer & Small Business, Dell India said, “The youth of today are dealing with an increasingly competitive environment, be it study or play. Not only are they aware that they are the young workforce of tomorrow, but they know they also have the opportunity to pursue their passions as one of the many paths to success; and that technology is a key enabler for achieving their goals. Given this growing awareness among the youth, we have made a conscious effort to listen and understand what they require to be able to aim higher and to achieve more.”

She added, “This Back to College season, we continue to take our campaign beyond conversations, byempowering the youth to take concrete steps towards realizing their dreams. We want the youth to see that Dell believes in being a true partner and enabler of personal growth. Therefore we designed an all-rounder campaign comprised of offers on fun youth brands, extended warranty, easy EMI schemes and skill enhancing digital courses; as well as a series of self-expression engagement programs through our social media channels that highlight the role of tech. Apart from the annual Dell Campassador program that we run pan India for college going students, we hope this combination of factors will equip young people with the right tech tools to prepare them not only for the college season, but also make them future ready.”

Dell plans to celebrate the creative potential of youth with its new Future Artist contest in June, the first in a series of engagement programs enabling self-expression under the #We Love Your Work social media engagement campaign. The contest will crowd source unique design creation entries which will then be judged by prominent social influencers. Aside from winning Dell goodies for their unique ideas, creators of the winning entries will have a chance to explore their entrepreneurial streak, as their designs will be available for a limited period through Dell channels.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.