Dell launches campaign to celebrate the spirit of Indian festivals

Two new TVCs conceptualised and created by the GREY group are a tribute to the Indian family, separated by geography but united by Dell technology

e4m by exchange4media Staff
Updated: Sep 30, 2014 8:09 AM
Dell launches campaign to celebrate the spirit of Indian festivals

Dell India has launched two brand new TVCs designed especially for the Indian festive season. Premiering on September 20 in seven different languages across leading English entertainment and movie channels, Hindi entertainment, movie and music channels and Regional language channels, the television commercials are a testament to the essential inseparability of the Indian family.

Taking forward Dell’s global message for consumers of ‘Easy and Connected’ always, Dell understands that in India the Festival season is a time to go home and celebrate with family and friends. In a unique combination of two separate television commercials that recreate the highly emotive spirit of the festive season, Dell positions its range of Inspiron PCs and Venue tablets as enablers that help families stay connected when not everyone can make it home in time for the festivities.

Conceptualised and executed by GREY group, the Dell TVCs brings alive the message “Stay Connected - Dell Se” in the context of a festive occasion which is a cultural high point for Indian families. Working on the insight that no matter where in the world they are, Indians families yearn to be together during festivals, both TVCs try to capture the emotion of situations that almost all of us have faced or face in the festive times.

The first TVC depicts a son who is on a new job and did not get leave, trying to win over his mother who is upset with him for not being home for the festivities. The second TVC is all about a father who does his best to adorn the house with festive decorations, for the first time without his daughter’s help while she is still away for her exams. In both instances, the Dell Venue Tablet and Inspiron PC come to the rescue, stitching a sweet endearing story of technology allowing families to come together during the festivals.

The Dell “Stay Connected - Dell Se” festive campaign aims to create a 360 buzz across all media with television, radio, print, OOH and digital activations. The TVC campaign will be supported by extensive retail activity during each festival and an intense social media proliferation on Twitter and Facebook, with a Facebook app that aims to engage users encouraging them to connect with their family #ConnectedDellSe.

Ritu Gupta, Director, Marketing - Consumer & Small Business, Dell India says: “Dell prides itself in providing technology that empowers users in every way. Festivals in India are about celebrations and togetherness despite physical distances. We hope to bring forth the emotion of the Indian festive season and wanting to be connected with our loved ones at this special time through our television commercials. Throughout this festive season we hope to continue to win the confidence of consumers with our #ConnectedDellSe stories and special consumer offers that we are launching for our Inspiron PC and Venue tablet ranges.”

Hari Krishnan, Sr. VP & Business Head, GREY Bangalore: “The brand proposition of ‘Easy & Connected’ allowed us to take a logical leap to highlight the role and relevance of DELL in a festive context.”

Ram Jayaraman, Executive Creative Director, GREY Bangalore says: “That technology can facilitate a strong emotional connect is the real wonder of our times. By connecting people separated by geography or life's plans, it can be the next best thing to going home."

Watch the TVC right here:

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