Dell Technologies has launched its ‘Back to School’ campaign, bringing together Jemimah Rodrigues and Yashraj Mukhate to spotlight the capabilities of the Alienware 16X Aurora. The campaign is designed to engage students and young creators by showcasing how technology supports a blend of academic, creative and entertainment needs.
Centred around a collaborative film, the campaign uses a studio setting where Rodrigues and Mukhate co-create a jingle, merging sport and music into a single narrative. This creative device highlights the product’s versatility, positioning the laptop as a tool that enables experimentation and self-expression. The storytelling focuses on everyday moments of discovery, reinforcing the idea that technology can seamlessly support multiple aspects of a user’s lifestyle.
The campaign reflects a shift towards creator-led storytelling, where relatability and cultural relevance drive engagement. By pairing a cricketer with a digital music creator, Dell taps into two distinct yet influential communities, broadening its appeal among Gen Z and millennial audiences. The collaboration also reinforces the brand’s positioning within youth culture, where content creation and gaming increasingly intersect.
The Alienware 16X Aurora is positioned as a high-performance yet adaptable device, powered by Intel Core Ultra processors and designed to handle multitasking across academic work, gaming and creative production. The campaign integrates these product features within the narrative, demonstrating performance benefits through real-life use cases rather than technical specifications alone.
Mayuri Saikia, director marketing, APJ consumer and e-commerce, Dell Technologies, said, “Students and young creators today lead vibrant, multifaceted lives as they balance academics, entertainment, creative pursuits and social connections. They want devices that can keep up with their pace, adapt to different needs and deliver consistently. Whether they are producing music, gaming or creating digital content, they need versatile technology that just works. The Alienware 16X Aurora is designed to fit seamlessly into these routines. Our Back-to-School campaign celebrates this evolving mindset and the technologies that enable them.”
Jemimah Rodrigues added, “While I’m most comfortable on the cricket field, this experience pushed me to explore a different side of myself. I truly feel that when young students and creators have access to the right tools, it gives them the confidence to experiment and bring their ideas to life. The speed, versatility and performance of the Alienware 16X Aurora made the entire process smooth and fun. I absolutely enjoyed jamming with Yashraj to bring this to life.”
Yashraj Mukhate said, “For me, creativity is all about trying something new without worrying about getting it perfect. It doesn’t always need complex tools. You can create something as simple as beats using everyday objects, just like we did here. What really made the difference was bringing it all together on Jemimah’s Alienware 16X Aurora. It helped enhance the raw inputs, refined them and turned them into something more polished.”
The campaign follows an omnichannel rollout strategy, spanning digital, social media and offline touchpoints. The film is being distributed across platforms such as YouTube, Instagram and Facebook, supported by on-ground activations and retail integrations that allow consumers to experience the product firsthand.
In addition to content distribution, the campaign includes promotional offers aimed at driving consideration during the back-to-school season. These include EMI options, cashback incentives and student-specific benefits, aligning marketing communication with purchase intent.
Through this initiative, Dell Technologies reinforces its focus on engaging younger audiences through culturally relevant collaborations and integrated storytelling. The campaign positions the Alienware 16X Aurora not just as a gaming device, but as a versatile tool for modern, multi-dimensional lifestyles.
