HP has rolled out a campaign for its Pavilion x360 series of convertible PCs.
The campaign features actor Deepika Padukone. It highlights innovative and unconventional ways millenials are choosing to be successful - in other words, by 'Bend(ing) the Rules'. Besides the TVC featured here, the campaign has print, digital, social and OOH legs.
The TVC is set inside an aircraft with passengers boarding. Padukone enters and sees 'Rohan Pratap', a young man who has left a career in finance and runs a successful baking website. She grabs his HP Pavilionx360 laptop and asks him about his journey from finance to baking, pointing out that she's a fan of the site and even follows it. She notes that it takes guts to make such a shift. But even before he can answer, a fellow passenger (stunned by her presence) informs Padukone that she's on his seat. She apologises and gets up to leave. The businessman stops her, pointing out that she's taking his HP. He then jokingly asks her for her name. As Padukone is about to answer, he says, "Just kidding, Deepika." The film ends with the voice over saying, 'The next generation of stars is bending the rules with HP Pavilion x360.'
Besides the TVC, HP is asking youth to share their success stories by uploading a video on Facebook, Twitter or YouTube, and using #BendTheRules. One winning entry will be selected, and a short film on the story will be aired on Bindass TV.
Lloyd Mathias, head of marketing, printing and personal systems, HP India, said, “India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation. Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile. The story is around the young-achiever. Even though we have Deepika Padukone as brand ambassador, the story is not revolving around her. BBDO more than delivered with what we wanted.”
Josy Paul, chairman and CCO, BBDO India, said, "HP is bending the rules itself to otherwise reach out to people who are not in its fold. When I look at the HP team in India and worldwide, I see such fantastic optimism of making HP young again and that's the reason why all of us (in BBDO Mumbai and Delhi) have been involved in the campaign. We think we can make HP a brand that can appeal to people across all ages. We are very excited about what we have done."
Client: HP India
Creative agency: BBDO India
Marketing director: Lloyd Mathias
Chief creative officer: Josy Paul
Executive creative director; Sandipan Bhattacharyya
Copywriter: Saurabh Yadav
Art: Anunay Rai, Gurdev Singh
Executive vice president: Rajesh Sikroria
Account management: Gireesh Gupta, Kanika Lal
Account planning: Rajat Mendhi, Naina Meattle
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy
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