Hewlett-Packard India has rolled out its launch campaign for its new digital interactive appliance, the HP DreamScreen400.
The film for the appliance begins with a bride shown entering her house for the first time with the grandmother welcoming her in the traditional Hindu manner. The grandmother comes ahead for the usual Aarti, after which she’s guided towards the DreamScreen400 for Live Darshan. Other uses of the product like education and music are then shown with the voiceover explaining them.
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Commenting on the brief given by HP for this campaign, Emmanuel Upputuru, national creative director, Publicis Capital said, “The brief was to present a technological innovation to a new audience, the ones who could afford a computer but were averse to it due to a lack of compelling reason and perceived complexity. The challenge therefore was to show how simple it is to go online and at the same time show the technological innovation that HP stands for. After a lot of brainstorming we came up with this execution. The cast is mostly people who represent the audience, tentative to begin with, but once you touch the HP DreamScreen400 then as if magical all dreams come true. The set is a bit surreal, which is all glass and lights and hence lends that mystical feel to the advertisement.”
Commenting on the campaign, Ranjivjit Singh, chief marketing officer, Personal Systems Group, Hewlett-Packard India said, “The campaign is expected to reach out to a large section of our society that wants to use the internet, but find the PC too complicated. We expect the campaign to break all barriers that have prevented people of our country from reaching out to the people they care about, simplifying their daily tasks, getting ahead with their studies and enjoying their free time through the best of content and services that are automatically updated via the internet. We expect more and more families to step forward and adopt a HP DreamScreen400 to realize their dreams, and fulfill their family’s aspirations”Communication for the campaign has been unveiled in phases. The TVC and the print ads talk about the launch of the product. The follow up advertisements in the campaign will bring out the uses and benefits of the DreamScreen400.
Agency: Publicis Capital
Production house: Storytellers
Director: Arun Gopalan
Director of photography: Sejal Shah
Creative director: Emmanuel Upputuru