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HP encourages youngsters to break away from societal norms

RAPP India has brought alive the philosophy of #BendTheRules with the idea that if a computer can literally bend in half, it can also help the new generation to bend even more

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HP encourages youngsters to break away from societal norms

HP encourages youngsters to break away from societal norms

RAPP India has brought alive the philosophy of #BendTheRules with the idea that if a computer can literally bend in half, it can also help the new generation to bend even more

BestMediaInfo Bureau | Mumbai | November 6, 2014

HP-TVC Click on the image to watch the Video.

Hewlett-Packard (HP) has launched a digital campaign called #BendtheRules, with the idea of 'society isn't always right'. It celebrates how the youth of today are taking the unconventional road to success. RAPP India brought alive the philosophy of #BendTheRules by showing the new generation how a computer that literally bends in half can help them bend even more.

The idea of the campaign is to force the young generation to revisit the notion of what's possible. The video features stand-up comedian Abish Mathew as 'society'. He talks about how everyone swears by what his thoughts and beliefs are. He loves imposing rules on people, hates people who #BendTheRules to achieve their goals and laughs at those who do. The video shows instances of a girl who wants to become a boxer but is asked to sit at home instead, because boxing is what guys do; a man who loves to cook is poked fun at because it's a woman's domain; a freelancer is considered as someone who is jobless. The video sarcastically states the fact that 'being ordinary is extraordinary' according to society and urges people to not pay heed to what 'society' thinks, bend the rules and follow their dreams.

Lloyd Mathias Lloyd Mathias

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' need in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

Venkat Mallik Venkat Mallik

Venkat Mallik, President, RAPP India, commented, “Too often, brands shy away from leveraging the potential of digital, and use it just because a large part of their TG is aligned to it. With this campaign, we tried to change that by going digital with something that the millennials would find interesting.”

“Contrary to the trend, the idea of #BendTheRules was ignited on digital and then flamed further with the TVC. With digital, we communicated the 'bend the rules' promise with a widely sharable video, featuring Abish Mathew. What's interesting to see is how HP has leveraged digital and social platforms to engage with the millennials and build conversations,” he added.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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