Dell India has kicked off its 'Back to School' season with a new TVC. The film went on air on 26 March during the India-Australia World Cup semi-final.
Conceptualised by Grey Group India, the TVC shows a young boy surrounded by books, as he uses a magnifying glass to learn what a volcano is. He looks to learn the definition by mugging it up, instead of understanding it, by reciting it across different situations. His mother notices it and is shown to be concerned. She gets him a Dell Inspiron 'All-in-One' PC and says studying shouldn't be about only mugging up things, but instead understanding it.
Ritu Gupta, director - marketing - consumer and small business, Dell India, said, “This TVC is an abstraction of the challenges faced by young students in the country. The demands of education today means more youngsters are taking to “ratta-fying” with the single minded aim of reproducing this learning in their exams. The concept of ‘Learning meets Doing’ is aimed at challenging today’s method of education. We believe that an intuitive and engaging education which underlines real life application can result in the creation of a generation of well-rounded, ambitious individuals. Dell takes pride in enabling young children by providing them with the right technology for their educational needs. We wish for both, existing and prospective users to understand how technology can fuel creative thinking, and holds the potential to open up a world of knowledge for ambitious minds.”
Ram Jayaraman, executive creative director, Grey Bangalore, said, “There’s a difference between studying and learning, just as there’s a difference between getting marks and getting an education. Learning happens when we understand something, and understanding happens easiest when things are engaging and fun. Technology can spark imagination, making the mundane come alive and simplify what’s complicated. While growing up, we had no choice but to learn by hook, crook or rote –children today luckily have a much better option.”
Dell is also reaching out to technology adopters in Tier 3, 4 and 5 markets with its 'Go Rural Program', wherein mobile Dell stores are taken to these cities and towns, in order to bring the Dell technology experience closer to consumers.
Client: Dell India
Director, marketing, consumer and small business: Ritu Gupta
Marcom, consumer and small business: Razia Ali
Creative agency: Grey Worldwide
ECD: Ram Jayaraman
NCD: Malvika Mehra
Account management: Sowmya P
AVP and director client services: Amarendra Singh
SVP: Hari Krishnan
Planning: Ajay Ravindaran
Sr VP planning: Dheeraj Singh
Director, films: Sharad Shinde
Senior VP, films: Samir Chadha
Production House: Dungarpur Films
Director: Shivendra Singh
Music: Amar Manglurkar