Dell urges youth to 'Do kuch bhi' for an Inspiron this festive season

Dell India has rolled out a TV campaign for the festive season. The campaign created by Grey India continues with the brand's 'Do Kuch Bhi' positioning.

The film seeks to connect with the consumer on an emotional level, informed an agency statement.

It opens with a father and son seated in a car. Two women driving by congratulate the boy on his new Dell Inspiron. The father is then shown hounded by his colleagues. Each person congratulates him and brings out one feature of the laptop. Next, the boy is shown thanking his father for the gift by lifting him on his shoulders. This leaves the father perplexed, and he says, "Maine toh tumhe koi laptop nahi diya" (I haven't given a laptop to you). To this, the boy replies 'Festival toh kal hai, kal de dena' (The festival is tomorrow, you can give it then). The film ends with a voice over that says 'Do kuch bhi’ to get a Dell.

On the film, Ram Jayaram, group creative director, Grey Bengaluru, said, “When we looked at Dell’s core TG – the youth, and their changing dynamics, we had our task cut out. Today’s youth does not humbly accept whatever gift they get. They are willing to ask for a gift of their own choice, one that they believe will help them further their dreams and ambitions and achieve all they set out to do. Openly dropping hints to their loved ones about gifts they would prefer has become a common practice. It is this insight that inspired our communication idea."

Ritu Gupta, director, marketing, Dell India added, “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. In line with our on-going achievement 'I can do kuch bhi' campaign, we decided this festive season to inspire the youth with the idea that they have the power to get what they want by hinting to their loved ones on their preferred gift for Diwali, which in this case is the Dell Inspiron range of touch laptops.”

The film went on air on 5 October and will run on GECs and music channels.

Credits

Client: Dell India
Executive director, marketing: Ravi Bharadwaj
Executive director, consumer and small business: P Krishnakumar
Executive director and GM, director, marketing, consumer and small business: Ritu Gupta
Marcom manager, consumer and small business: Hariprasad Shetty
Agency: Grey Worldwide
Creative: Ram Jayaraman, Sham Ramachandran, George Sebastian
Account management: Amarendra Singh, Aniket Sharma, Pooja Selvaraj