Dell targets youth with 'Masti ka pitaara' Inspiron

The new Dell TVC promotes the latest range of Inspiron laptops as fun machines for the youth. The film has been conceptualised by Grey India.

The creative brief was to bring alive the fun youth could have using the Inspiron laptop. According to the agency, the inspiration for the idea came from the Inspiron itself: laptops have a unique 'opening' action and hence was born the 'box' idea, and hence 'Masti ka pitaara'.

The TVC starts with a young college student lounging on the steps of his college. The narrator asks him to open his ‘Masti ka pitaara’ or Inspiron laptop, to impress his professor, befriend people in unknown places, to party and live life to the fullest. The message is that there should be excitement in life because you are not young twice. The TVC ends with the voice over, “Khol do masti ka pitaara”.

Commenting on the TVC, Ram Jayaraman, group creative director, Grey South, said, “It’s been a crazy-yet-fun ride putting this film together. The term 'Masti ka Pitaara' will hopefully stick and open a box of magic for Dell in terms of market share. They have really supported us all the way."

The TVC broke on 7 September and will be on air until the end of the month. It will also be placed on select youth and entertainment websites.

Credits:

Client: Dell
Client team: P Krishnakumar, Ritu Gupta, Razia Ali
Creative agency: Grey India
Creative team: Malvika Mehra and Amit Akali, Sham Ramachandran, Ram Jayaraman
Servicing team: C Hari Krishnan, Amarendra Singh, Aditya Kaushik
Planning team: Divyapratap Mehta, Neha Bansal
Films department: Manjula Moses
Production house: Nomad
Directors: Dirk & Inti (Norman Bates)
Producers: Amitabh and Sejal, Pragathi
DOP: Bjorn
VO & magic: Piyush Mishra
Brand VO: Ninad
Music: Karthik Shah
Editing: Yusuf