Campaign India Team
Oct 01, 2014

Dell connects loved ones, rides festive spirit

Watch the ad films conceptualised by Grey Group here

wide player in 16:9 format. Used on article page for Campaign.

Dell India has launched two TVCs for the festive season. The films are on air from 20 September. They have been conceptualised by Grey India, and the theme is the brand’s message ‘Stay Connected - Dell Se’.

One of the films (above) features a family whose son works in another city. His leave is cancelled at the last minute and he’s unable to join the family’s celebration this festive season. Understandably, his mother is upset, and refuses to speak with him on video chat. He urges his sister and father try to placate her. What finally moves her is the son’s plea to see the laddoos filled with her love. The Dell laptop in his office and the tablet at home help the family ‘connect’. The film ends with the message ‘Apnon ke bina tyohaar kaise.’

 

The second film features another young person separated from her family this festive season – a young girl who faces an exam the next day. Connecting with her folks on video, she sees the decorations her father has made without her.

Ritu Gupta, director, marketing - consumer and small business, Dell India, said, “Dell prides itself in providing technology that empowers users in every way. Festivals in India are about celebrations and togetherness despite physical distances. We hope to bring forth the emotion of the Indian festive season and wanting to be connected with our loved ones at this special time through our television commercials. Throughout this festive season we hope to continue to win the confidence of consumers with our #ConnectedDellSe stories and special consumer offers that we are launching for our Inspiron PC and Venue tablet ranges.”

Hari Krishnan, SVP and business head, Grey Bengaluru, said, “The brand proposition of ‘Easy & Connected’ allowed us to take a logical leap to highlight the role and relevance of Dell in a festive context.”

Ram Jayaraman, ECD, Grey Bengaluru, added, “That technology can facilitate a strong emotional connect is the real wonder of our times. By connecting people separated by geography or life's plans, it can be the next best thing to going home."

The campaign will also have radio, print, OOH, retail and digital legs.

Credits

Client/Brand: Dell India

Creative agency: Grey Group, Bengaluru

ED and GM - consumer and small business: P Krishnakumar

Director, marketing, consumer and small business: Ritu Gupta

Marcom, consumer and small business: Hariprasad Shetty, Pallavie Singh

NCD and EVP: Malvika Mehra

Creative: Ram Jayaraman, Mark Flory

Account Management: Hari Krishnan, Amarendra Singh, Sushant Sadamate

Account Planning: Ajay Ravindran

 

Source:
Campaign India

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