The campaign, created by VML, comprises two films that highlight how technology can drive positive change and promote community upliftment. It is a continuation of the company’s ‘Doing is the new learning’ series from previous years and aligns with Dell's #PC4Education initiative, reiterating the company's vision of using technology to drive human progress.
The films, titled “Lamps” and “Mountains,” tell the stories of three students who come up with novel solutions to pressing subjects.
The first film focuses on a young boy who, along with his friends, is inspired by a story of triumph over adversity to embark on a mission to improve access to light for children in rural communities. Using Dell's G15 laptop, he creates a design for handmade solar lamps and travels to the community with his friends to present the lamps to the children, alleviating their worries about studying without sufficient light.
The second film highlights a young girl who understands the power of teamwork to address the waste issue in the mountains. With the help of Dell's Inspiron 14 Plus, she and her friends create a microsite and design a logo called “Summit Savers” to organise a clean-up drive. This initiative turns into a success, drawing many participants who come together to make a difference.
The campaign has taken an omni-channel approach, with the videos being promoted on YouTube, Facebook, Instagram, and ShareChat, catering to India and Bharat segments in Hinglish and four regional languages.
Dell has also reinitiated last year’s school student connect program, “Doing Good Series 2.0”, in collaboration with leading radio stations and other media networks, featuring stories of young innovators driving change in various fields. This initiative will cover stories of over 100+ student ambassadors in tier 1 cities, which will be promoted on radio, social media, and will reach thousands of students.
To bring the campaign's concept to life, Dell is organising a cleanup campaign in the Aravalli Hills to encourage mountain conservation and interact with both regular tourists and those who may visit other hills in the near future.
Campaign's take: This initiative couldn't come at a better time, just as the new academic year is about to break. Dell’s new campaign in its “Back to School and College” series targets its core audience for PCs—the students and their parents. Reinforcing the message that Dell’s PCs are an integral part of the lives of today’s students, the films take the route of purpose-driven learning, adding an extra layer that connects to the ‘emotional side’ of tapping one’s potential for a greater good.
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