Dell promises to partner youth, in the pursuit of passions

Dell India has launched an integrated marketing campaign for its Inspiron range of laptops. A TVC targeting the youth, created by Grey Worldwide, went on air on April 26 across entertainment channels.

The TVC is a string of stories of individuals and groups who pursue things they are passionate about with the help of their Dell Inspiron laptops. The film begins with a group of youngsters who set out to paint the facade of houses in a neighbourhood. With the help of the Dell Inspiron laptops, they are able to create a synchronised look for the houses. In the next sequence, a young female boxer hones her skills with help through the internet. Then there is a boy who uses his laptop to create a sculpture, and members of a rock band use their laptop to prepare for a gig. The TVC ends with the voice over: “Dell Inspiron. Inspired by passion, powered by you.”

On the campaign, Hari Krishnan, vice president– South, Grey Worldwide, said, “This new campaign is 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 youth are driven by various passions from social activism to music other mainstream or offbeat pursuits. Dell Inspiron is an enabler in all these stories of achievement, partnering them in their pursuit.”
Ram Jayaraman, group creative director, Grey Worldwide, added, “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.”

Ritu Gupta, director, marketing, consumer and small business, Dell India, said, “Inspiring customers by providing them with technology that gives them ‘the power to do more’ has always been one of Dell’s biggest goals. Building an emotional connection between our customers and technology is integral to Dell’s branding strategy. It’s our customers’ passions that inspire our technology and their stories of success through our technology are our own achievement stories. Our new ‘personal achievement’ campaign emphasises our belief that technology can help anyone realise their dreams and the new TV commercial is a reflection of this belief.”

The 360-degree campaign will straddle print, digital (Dell India website, Facebook and Twitter) and outdoor media.

Credits

Company: Dell India
Client team:
Ravi Bharadwaj, ED - marketing, Dell India
P Krishnakumar, ED and GM, consumer and small business, Dell India
Ritu Gupta, director, marketing, consumer and small business, Dell India
Razia Ali, marcom, consumer and small business, Dell India
Hariprasad Shetty, marcom, consumer and small business, Dell India
Creative agency: Grey Worldwide
Agency team:
Vice president and business head: Hari Krishnan
National creative directors: Amit Akali, Malvika Mehra
Creative: Ram Jayraman, Sham Ramachandran, George Sebastian
Account management: Amarendra Singh; Kevin Thomas
Account planning: Dheeraj Sinha; Neha Bansal
Production house: Apostrophe Films
Director: Kaushik Sarkar
Producer: Hamesh
Music: Mikey McCleary

Films  - Samir Chadha