Dell launches new campaign for its Inspiron series of NoteBooks, all set to go on air from 26th April 2013. Inspiron is one of the key brands in Dell India’s consumer products portfolio and it is targeted primarily at the youth. Being one of the most dynamic consumer segments, the very nature of audience is diverse.
Youth today have clarity of thought, intent and ambition. Their dreams are no longer merely monetary, and accomplishment is no longer defined only by professional success. Achievement for them increasingly means the realization of passion. And for this, they back themselves fearlessly.
Dell as a brand has always believed in aiding this pursuit of passion and the new TV commercial is a reflection of this belief.
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 like the Touchscreen, HD webcam, etc. The vibrant mix of stories and individuals along with the magic of the visual landscape created by Koushik Sarkar (Director) and Carlos Catalan (DOP), weaves the multiple stories into one saga of dreams and energies.
The film, strung to Amitabh Bhattacharya’s lyrics and Mikey McCleary’s music not only grows on you but also turn this TVC into an anthem of achievement. The TVC itself 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.
With the theme “I can do kuchh bhi”, the campaign sets out to celebrate triumphant journeys of the creative, motivated, free spirited youth, who are confident of achieving anything with the guiding hand of technology.
Visually, the TVC traverses between stories of inspired individuals who have taken the path of realizing 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 in March 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.
Hari Krishnan, Vice President – South, GREY says: 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 says: “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, Dell India says: At Dell we create products with our customers in mind with the sole purpose of creating great user experiences. It’s our customers’ passions 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”.
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