Dell has rolled out a TVC as part of the back-to-college 'Learn. Share. Inspire.’ campaign targeting the youth. The ad film has been conceptualised by Grey Group. The film was released on the brand’s Youtube channel on 27 June and will go on air on 10 July.
The story begins with a young man on a morning jog. Back home, he feeds in the activity on his blog using a Dell laptop. This inspires other to join him for the run when he is out next. Another young man searches for and clicks pictures of any resemblance in nature to the shape of the human eye. A movie he makes using the pictures becomes a big hit. A designer shows her designs on a Dell notebook to a worker who then transfers the blockprint design onto a T-shirt. A track plays throughout the film with the lyrics ‘Karo kuch bhi’, continuing from the previous campaign. The film ends as a voice over lists features of the Dell Inspiron and the sign off: 'Learn. Share. Inspire.’
Ritu Gupta, director – marketing, consumer and small business, Dell India, said, “In a recent pan-India research surveying existing and potential PC users in the country, it emerged that the youth is ready to spearhead their respective interests using PC technology. The study revealed that the PC is pivotal to self-learning and gaining knowledge for students who have a hunger to do more. 'Karo kuch bhi' is a reiteration of this year’s theme for the back-to-college campaign 'Learn. Share. Inspire.' – which motivates students to express themselves using the power of technology and thus create and share on multiple online and offline platforms. Through this TVC we are realising our vision of delivering technology which enables youth to reach beyond basic academic learning and enhance the quality of content, leading to the ‘sharing’ of creative ideas, expression and knowledge.”
Ram Jayaraman, executive creative director, Grey Group India, Bengaluru, added, "The previous Inspiron notebook TVC we created for Dell was all about passionate inward pursuit – following your dreams till they become achievements. This one is more outward. It is about touching others with the force of your conviction. It is about passion snowballing into inspiration. Because when passionate youngsters learn and share ideas and beliefs, they make things happen."
The TVC will air a clutch of national entertainment, movie and sports channels.
Credits
Client: Dell India
Creative agency: Grey Worldwide
Marketing, consumer and small business: Ritu Gupta
Marcom, consumer and small business: Aruna Jathar
Executive creative director: Ram Jayaraman
National creative director: Malvika Mehra
Vice president: Vishal Ahluwalia
AVP and director client services: Amarendra Singh
Account supervisor: Sowmya P
SVP planning: Dheeraj Sinha
AVP planning: Ravindran
SVP Films: Samir Chadha
Director: Sharad Shinde
Production house: Apostrophe Films
Director: Koushik Sarkar
Producer: Hamesh
Lyrics: Manoj Yadav
Music: Amar Mangrulkar
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