Campaign India Team
Apr 05, 2017

Dell, Archimedes' Principle helps girl create 'water cycle'

Watch the ad film conceptualised by Grey Group here

Dell has rolled out a TVC which pushes for its Inspiron 5000 range which pushes its usage in learning, for students. The TVC has been conceptualised by Grey Group.
 
The film is part of its 'Ek Behtar Kal Ka Aarambh' (a start for a better future) initiative. 
 
It opens with a young girl asking walking out of her school with her father and asking him whether he gets tired riding his scooter everyday for an hour to pick her up. The girl suggests a route through a lake next to them, to save time. Her father ignores that and asks her what did she learn in school. The girl replies Archimedes Principle.
 
Back at home, the girl uses a Dell laptop to study the Archimedes Principle in more detail and solve the problem of having to travel all around the lake by making a 'water cycle'. The village looks on in awe as the girl takes her self-invented cycle into the lake and ride to school.
 
Ritu Gupta, director, marketing - consumer and small business, Dell India, said, “Dell Aarambh was created with the understanding that exposure to interactive methods of learning in the developmental years through the use of a personal computer, contributes to the well-rounded growth of a student. The use of the PC as a foundation device, learning becomes more holistic and enables a child to practically apply this knowledge, sparking creativity and innovation. This, in essence, is the implication of ‘Ek Behtar Kal Ka Aarambh.’ Our objective has been to equip young minds with technological capability such that they are prepared to build their future in a world that is becoming increasingly digital.”
 
Vishal Ahluwalia, VP and business head, Grey Bengaluru, said, “Grey together with Dell has been at the forefront of change in how education is received and perceived as part of growth for children. Our challenge started in 2015 when we created our communication against rote learning with ‘Ratta Raag’ and has now come full circle with the current communication which expands on the benefit of experiential learning and how it expands children’s mind in creating solutions not just for their everyday problems but enhancing their knowledge which help with new discoveries and application. This is their first step towards a brighter future. The TVC has been shot in a real environment with a real life predicament bereft of any gloss. It tells the story simply and yet effectively. We are positive that this would appeal to parents and children alike and bring about the required change in acceptance of a PC being essential for education.”
 
CREDITS:
 
Client: Dell India
Director - marketing, consumer and small business: Ritu Gupta
Marketing consultant, brand champions - consumer and small business: Razia Ali
Marcom, consumer and small busines: Pallavie Singh 
 
Agency: Grey Group Bengaluru
Creative: Sandipan Bhattacharya, Loreto Basumatary
Account management: Vishal Ahluwalia, Uday Reddemreddy, Gopinath Srikrishna
Planning: Barsha Chakraborty
 
Films Team (Grey Works):
SVP - films: Samir Chadha
Sr. director - films: Sharad Shinde
 
Production house: Ransom Films
Director: Shimit Amin
Executive producer: Salil Khurana
Producer: Suhana Sharma and Sia Bhuyan
 
Source:
Campaign India

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