Lenovo’s #GoNew campaign urges young professionals to do more

18 Jul,2016

By A Correspondent


Lenovo has launched its latest TVC featuring its convertible PC brand YOGA. The campaign, themed #gonew, features a TV commercial and one long form digital video. With this campaign, Lenovo celebrates these forward looking individuals who are always progressing, unstoppable in their conviction and ambition to forge their own path and to bring about positive change in the world they inhabit. Their attitude resonates with Lenovo brand that challenged the conventional laptop design and conceptualized the convertible category with its YOGA range.


The digital film titled #newprofessional opens with a young professional spending time with special children in school. The video showcases the attitude of new generation of Indians who put as much focus on passion and doing good, while balancing the tight rope of demanding careers. It also interestingly weaves in YOGA 900 which becomes the kids’ new toy as the man shows them all the ways in which the YOGA900 is more than just a laptop. The TVC titled #newfresher opens with a very stylish man about town entering a college. The sleek, stylish and flexible YOGA 900 he is carrying with him accentuates his style quotient and he quickly grabs everyone’s attention. As he enters the classroom, students automatically assume he is a fresher. The commercial ends with the young man revealing himself as the new professor. The videos have got 1.6Mn views on social & digital media alone.


Bhaskar Choudhuri, Director Marketing, Lenovo India, said, “We believe this new generation of Indians, while constantly questioning status quo, are clear and determined about their purpose and intent. The Lenovo brand resonates with this progressive mindset. We aim to create a deeper connect with these individuals by ensuring that our new campaign acknowledges their life choices.”


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