Lenovo India has launched a campaign titled #GotYourBack, to showcase how it aids users in different fields of life, right from education and finance to agriculture. Conceptualised by The Womb, the campaign aims to tell people the impact that Lenovo’s products have on different aspects of India.
The films celebrate the simple stories of Lenovo users and how the brand helps build a sustainable future, empowers teachers and students across remote locations. It also highlights the safety features of the brand’s devices, which are considered as the prime need for most users today.
Navin Talreja, founding partner, The Womb, said, “The campaign highlights surprising and unusual truths through the perspective of the unlikeliest people who depend on Lenovo. ‘We got your back" is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment and its many stakeholders.”
Suyash Khabya, creative head, The Womb, said, "It's easy to bring out emotions through the face, but in this campaign, we needed to land our idea through the backs. It was quite a challenge, but I think we've done a great job of it. We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that's why the films appear so authentic. In fact, even the static has come out magically beautiful."
Amit Doshi, chief marketing officer - India and South Asia, Lenovo India, added, “The Womb team has done a fantastic job to give voice and life to the many stories that define Lenovo’s commitment in India and across the world. The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”
Brand: Lenovo India
Chief marketing officer - Asia Pacific: Bhaskar Choudhuri
Chief marketing officer - India and South Asia: Amit Doshi
Head marketing, consumer PC and tablets: Anupama Bhimrajka
Lead digital marketing and transformation: Saikat Sinha