HCL portrays ME as the 'Change' agent

HCL Infosystems has launched an ad campaign for its 'ME' range of tablet computers that will run through the duration of the IPL. The campaign consists of four TVCs which continue with HCL's brand philosophy, 'Change'.

In a TVC titled 'Carpet Seller', the HCL ME tablet is shown playing a pivotal role in changing the way business is done by a carpet seller in Kashmir. Initially the carpet seller was solely dependent on footfalls coming into his shop. Now, the ME Tablet enables him to take his shop to the world and expand his business.

In a film titled 'Rakhi', the ME tablet shows how distance is not an important aspect anymore and how, through the power of the device, a family can get together.

Another film titled 'Jobs' shows how the tablets allow access to jobs online from any location.

Themed 'DJ', another film in the series shows how the tablet allows music lovers and DJs to get access to the music that plays worldwide. The film says earlier it would take a couple of months for the music that plays internationally to reach Indian cities, but with the tablet, that has changed.

Gaurav Tikoo, global head – mobility marketing, HCL Infosystems Limited, said, “This TV campaign is in line with our brand philosophy of 'Change'. We believe that all change begins with an individual, which is core to our brand ME. We have put consumer at the heart of this change. We want to be positioned as change agents in people’s lives through our ME tablet range of products that act as an enabler for everyone to realise that change.”

Matthew Seddon, CEO-Saatchi & Saatchi, India, added, “Technology is changing every aspect of our consumers’ lives. In our very first work for HCL ME tablets, we have demonstrated the positive effect ME tablets can have in the lives of Indian consumers. I think our creative team and the director have pulled together a stunning set of commercials, which will connect with our customers and continue to drive the phenomenal growth being enjoyed by ME tablets."

Two more TVCs are to be launched soon. The campaign will also straddle radio, print and digital media.

Credits

Advertiser: HCL ME Tablets
Creative Agency: Saatchi & Saatchi , India
Chief creative officer: Ramanuj Shastry
Creative Team: Neharika Awal, Rajesh Minocha, Ritika Raha
Account Management: Jaibeer Ahmad, Naman Vardhan
Films Head: Anuj Alia
Production house: Fingerprint Films
Director: Rajay Singh