Lenovo rolled out a campaign for its ThinkPad Helix, a range of laptops that can double up as tablets. The film has been created by Ogilvy & Mather.
Brand ambassador Ranbir Kapoor is shown using his Lenovo laptop in an elevator, alongside a young woman. As he reaches his floor, he’s confronted by two men and the woman who was with him in the lift. At gunpoint, they ask Kapoor to handover the files on his laptop. He waits for a bit. Just as the elevator doors are about to shut, he presses a button which separates the keyboard of the laptop, which falls to the floor. He takes the rest of the laptop and steps back into the elevator. A voice over introduces the Lenovo Helix, a laptop that splits into a tablet. The film ends with Kapoor shown going back to the spot he dropped the keyboard to pick it up.
On the brief given to the agency, Shailendra Katyal, director, consumer business, Lenovo India, said, “PC communication as a space is crowded with varied products, brand ambassadors and brand offerings playing on extremely competitive pricing. The creative needed to cut-through in this competitive scenario to stand out as a technology leader in this category, while catering to the TG’s needs – price point, convenience and badge value. The strategy should make the brand more youthful by building a stronger connect with the lifestyle and behaviour of the digital millennial.”
The campaign will also be seen across digital, print and Lenovo retail stores.
Creative agency: Ogilvy India
Production house: Good Morning Films