Pester power at the heart of new Lenovo campaign

It’s no big secret that Indian kids are dependent on their parents for pocket money, and now the truth is out there in a new campaign by Lenovo for its line of personal computers. According to Rahul Agarwal, marketing director (Acting) and executive director, Key Account Business (KAB) and Think CoE, Lenovo India, “Based on our research, we discovered that nearly 60 % of household PC purchases are undertaken by Indian youth (18–24 age band), supplemented with their parents’ consensus.” 

As part of the methodology, the target group was first asked to create a wish list of things they view as fun and would like to own. The list was then taken to their fathers and from everything on it such as MP3 players, video game consoles etc, the fathers were most willing to only consider buying their kids a good PC. 

The same is seen in the first TVC of the campaign. A youngster is physically attached to the leg of his father, seemingly pleading with him for various things he wants. The father lugs him around through various situations: his morning walk, in his office, and even in the swimming pool. The only time the father gives in to the son’s demands is for a Lenovo PC they both spot in a store.  

Regarding the new campaign and the kind of communication in the personal computer space, Agarwal said, “Preferences of the young Indian consumer are witnessing a constant flux. Hence, there is an inherent need for refreshing, clutter free marketing communications. It is this cycle that is serving as a catalyst for brands to constantly rethink their marketing communications strategy and quickly fine-tune it to adhere to market dynamics.” He added, “The availability of a wide array of products in the market is in itself an indicator of evolving consumer requirements – consumers definitely look for innovative, out of the box communication campaigns.” 

A nationwide campaign over television, print, outdoor and online has been planned. Anto Noval, co-founder and chief creative officer of Hungry & Foolish Intellectual Properties, said, "The film is just laying the foundation for our engagement plan which will happen on pleasedaddyplease.com. The most interesting play in this creative solution is how we are talking to a particular TG while the one who's paying for it is someone else, and the link between the two is the product." 

WATCH TVC now

Brand: Lenovo

Head of Marketing: Rahul Agrawal

DGM-Consumer Marketing: Karan Kapur

Agency: Hungry & Foolish

Founder/Creative Head: Anto Noval

Film production house: Equinox Films

Director: Milind Dhaimade

Producer: Manoj Shroff