Dell India celebrates personal achievement in new campaign

Dell India’s new campaign reaches out to the youth and showcases how Dell Inspiron is an enabler of youth’s passion and ‘Can Do’ spirit

e4m by exchange4media Staff
Updated: May 17, 2013 3:51 AM
Dell India celebrates personal achievement in new campaign

Dell has launched a new campaign for its Inspiron series of NoteBooks based on stories of ‘Personal Achievement’. However, ‘achievement’ in this context is not a measurable benchmark in that sense, but a passionate pursuit of a personal goal. The TVC went on air from April 26, 2013.

Commenting on the commercial, Malvika Mehra, National Creative Director, Grey said, “The youth are driven by various passions – from social activism to music to other mainstream or offbeat pursuits. We’ve tried to capture this in the context of the brand being an enabler, set to music and lyrics that are almost anthemic.”

Ritu Gupta, Director, Marketing, Dell India added here, “It’s our customers’ passion that inspires our technology, which are designed to help them unleash their potential and gives them the ‘Power to do More’. We believe that technology alone is not important, but what it enables our customers to do. It is this very thought that forms the basis or foundation of the ‘Achievement Campaign’.”

The film captures this “Can Do” spirit of the youth today and showcases how Dell Inspiron is an enabler for this, through the different features of the Inspiron such as the Touchscreen, HD webcam, etc.

Ram Jayaraman, Group Creative Director, Grey said, “Today, passion is power. The youth believe they’re invincible, but there’s a charming innocence in the way they wear this belief. Hopefully our film – with its lovely track – speaks not only of them, but for them too.”

The TVC aims to tell a story about how the youth of today have dreams bigger than a canvas can hold. They know no boundaries, have no fears and dream big. The TVC captures this spirit of conquering the world and making the world their stage. The vibrant mix of stories and individuals along with the visual landscape created by Koushik Sarkar (Director) and Carlos Catalan (DOP), weaves the multiple stories into one saga of dreams and energies. Amitabh Bhattacharya has written the, while the music has been composed by Mikey McCleary.

With the theme “I can do kuchh bhi”, the TVC traverses between stories of inspired individuals, who have taken the path of realising their dreams and how they are making the most of Dell’s people-inspired-technology to achieve those goals. It depicts a world where passions are met without restrictions. From people transforming a neighbourhood using their paint brush, to a girl honing her boxing skills, to a rock band nervously preparing for their first gig – the commercial depicts how people from varied backgrounds and interests are using the Dell Inspiron Notebooks as their partner in their pursuit of passion.

The campaign is also supported by print and digital. The print campaign was launched last month and it showcases stories of achievement by profiling youth and their passions. On the digital front, web videos were created and seeded on the platform of ‘Personal Achievement’, showcasing multiple stories of achievement. That apart, an interactive microsite was created that enabled youth to share their stories of passion. In addition to this, through contextual targeting the brand is reaching out to forums, bloggers and influencer groups amongst youth across social media.

Campaign Credits:
Agency: Grey
Client: Dell India

Client Team:
Ravi Bharadwaj; Krishnakumar P; Ritu Gupta, Razia Ali, Hariprasad Shetty

Agency Team:
National Creative Directors: Malvika Mehra & Amit Akali
Creative Directors: Ram Jayraman, Sham Ramachandran
Account Management: Hari Krishnan; Amarendra Singh; Kevin Thomas
Digital: Sudhir Nair; Navin Kansal, Vishal Chopra, Anand Peter
Account Planning: Dheeraj Sinha; Neha Bansal

Production House: Apostrophe Films
Director: Kaushik Sarkar
Producer: Hamesh
Music: Mikey McCleary

Films: Samir Chadha

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