Lenovo has rolled out a campaign for its A1000 range of tablets. The film created by Ogilvy and Mather features brand ambassador Ranbir Kapoor.
On one side of the splitscreen is a person holding a tablet PC and someone is holding a Lenovo tablet on the other. Their faces are covered by the tablets’ screens. The Lenovo tablet user’s satisfaction is symbolised by a happy smiley icon on the screen. The other tablet too displays a happy smiley icon, as Ranbir Kapoor’s voice over explains that everyone is happy when they buy a tablet. He goes on to say that people discover issues later, like the lack of voice calling, poor battery, unclear picture or bad sound quality. As he says these things, the smiley icon on the other tablet changes to angry, crying and so on, expressing the distress of the user. Kapoor reveals himself from behind the Lenovo, and makes the brand pitch. After the features are explained through visuals and another voice over, Kapoor holds the Lenovo tablet against the other user’s face to reveal a happy smiley icon. The A1000’s price of Rs 8,999 is revealed as text with Lenovo’s tagline ‘For those who do’.
On the new film, Shailendra Katyal, director, consumer business, Lenovo India, said, “Our new TVC is riding on the tablet wave where consumers are open to explore new form factors. Through our campaign, we are asking consumers to make a well-informed choice with the A1000 tablet. We believe the simplicity of the communication will appeal to all segments of our youth audience.”
Rajiv Rao, national creative director, Ogilvy and Mather, said, “In today's ever-changing technology market it’s very difficult to have a competitive advantage in an entry-level product. When Lenovo came to us with this brief, we choose to keep the message upfront and simple. The Smileys make the treatment memorable, along with Ranbir.”
Agency: Ogilvy & Mather
NCD: Rajiv Rao
Production house: Good Morning Films
Director: Shashanka Chaturvedi