Campaign India Team
Jun 06, 2013

Lenovo spins a thriller, to showcase laptop that splits into a tablet

Watch the ad film created by Ogilvy & Mather here

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.

Credits
Brand: Lenovo
Creative agency: Ogilvy India
Production house: Good Morning Films

Source:
Campaign India

Related Articles

Just Published

1 day ago

Famous Innovations, Tribes, VML win Grand Prix on ...

401 jury members at Abby Awards 2025, in its 56th edition, review campaigns from 164 participants and 148 unique brands in India.

1 day ago

‘Advertising needs courage to cut through the ...

Goafest 2025’s final day packed a vibrant mix of creativity, wellness, nostalgia, and purpose with experts providing insights into diverse aspects of advertising.

2 days ago

Shaping stories, not spin: The power of early ...

In an environment where trust has become transactional and attention spans unforgiving, the role of communication has shifted decisively, says Castrol India's communications head.

2 days ago

Over 50% of APAC marketers plan to cut ad spend in ...

Facing leaner budgets and a changing media landscape, APAC marketers are prioritising data-driven decisions and new channels, Nielsen’s 2025 Annual Marketing Report reveals.