Dell’s Inspiron ‘can do Kuchh Bhi’

26 Apr,2013

By A Correspondent

 

At Dell, the sole purpose is to create great user experiences, where customers’ passion inspires the technology, which gives them the ‘Power to do More’. This was the thought that forms the basis or foundation of the ‘Achievement Campaign’. The integrated marketing campaign focuses on real customer experiences, highlighting how Dell enables customers to ‘achieve’ their personal and professional passion. The 360-degree brand and marketing campaign features themes of ‘Personal Achievement’ and ‘Business Achievement’ to connect with consumers & enterprise customers respectively. The campaign is an extension of our strategy to strengthen brand leadership in both the consumer and enterprise space.

 

The Dell TVC has been conceptualised and developed by the Dell India team and Grey Worldwide, directed by Koushik Sarkar and Carlos Catalan (DOP). Amitabh Bhattacharya’s lyrics and Mikey McCleary’s music power the TVC. The TVC talks 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.

 

Ritu Gupta, Director, Marketing, 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 emphasizes our belief that technology can help anyone realize their dreams and the new TV commercial is a reflection of this belief.”

 

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. From youngsters 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 pursuit of their passion.

 

Hari Krishnan, Vice President – South, Grey 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.”

 

The commercial will be released on April 26th on all leading entertainment channels. The TVC will also debuted on Dell India Facebook and Twitter pages on April 25. It has been supported by a Twitter contest @Dell_IN. While the ‘AchievewithDell’ micro-site is for users to share stories on how they have used technology to achieve their dreams, the Twitter contest will invite users to share tweets which tell the story of their inspirations (be it people or things) who embody the spirit of #icanDOkuchbhi and their achievements. The winner will receive a Dell Inspiron laptop.

 

The campaign is also supported by print. The print campaign was launched last month and it showcases stories of achievement by profiling youth and their passions. For the Print ads and on the digital front, stories of Priya’s passion for ‘Yoga’ and Aditya’s ‘Bike restoration’ journey were featured. Web videos were created and seeded on the platform of ‘Personal Achievement’ showcasing multiple stories of achievement on a special interactive microsite that was created to enable followers 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.

 

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.”

 

Credits:

Agency: Grey

Vice President  & Business Head: Hari Krishnan

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

 

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