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New Dell Inspiron is 'Masti ka pitaara' for youth

Grey conceptualises TVC with the message that there should be excitement in life because you are not young twice

New Dell Inspiron is ‘Masti ka pitaara’ for youth

Grey conceptualises TVC with the message that there should be excitement in life because you are not young twice

BestMediaInfo Bureau | Delhi | September 13, 2012

Dell has launched its TVC ‘Masti ka pitaara’ to promote its new range of Inspiron laptops as the ultimate fun machine for today’s youth. The TVC, conceptualised by Grey South, Bangalore, sets out to capture the imagination of the tech-hungry youth of today by telling them that the fun never stops in their everyday lives.

The campaign strategy was developed on the basis an in-depth insight mining activity by talking to youth across multiple geographies which helped in formulating a brief that enhanced the role of technology beyond just an aid to almost an extension of self for the youth – which is how they see technology. The inspiration for the idea came from the Inspiron itself: laptops have a unique 'opening' action and hence was born the 'box' idea, and hence 'Masti ka pitaara'. The message is that there should be excitement in life because you are not young twice.

Two rather common youth insights were leveraged to carve out a distinctive space for this new offering of Dell. The first is that fun is integral to everything that the youth do throughout the day, be it solving a difficult problem or making friends. The second is the role of their laptop itself, right from giving access to their music, movies, lessons and even their friends.

Visually, the TVC captures a day in the life of a college student showcasing how his life is augmented by the new Dell Inspiron laptops. This is a world where friendships are not dependent on geographies and experiences are not limited by access. You are not young twice and have no space for boredom.

The added quirk is the voice of experience that urges the youth to go ahead and make the most of everything. The communication strongly integrates product features such as the HD Screen, Waves MaxxAudio and the HD Webcam which allows users to travel in and out of different situations.

Ritu Gupta, Director, Marcom, Consumer & SB, Dell India, explaining the brief given to the agency, said, “While working on the campaign, the brief that the creative agency got from us was to explore the world of possibilities by bringing alive the fun and ‘masti’ the youth can have, using the Inspiron laptops. Dell being a global brand, the creative challenge further was to push the envelope as much as possible, while retaining a strong connect to the youth."

Commenting on the strategy behind the campaign, Ram Jayaraman, Group Creative Director, Grey South, said, "It's been a crazy yet fun ride putting this film together. The term 'Masti ka Pitaara' will hopefully stick and open a box of magic for Dell in terms of market share. They have really supported us all the way."

To ensure maximum media exposure at relevant avenues, the commercial is being aired on all youth centric channels.

The TVC:



Client: Dell India

Client team: P Krishnakumar, Ritu Gupta, Razia Ali

Creative Agency: Grey India

Creative team: Malvika Mehra, Amit Akali, Sham Ramachandran, Ram Jayaraman

Servicing team: C Hari Krishnan, Amarendra Singh, Aditya Kaushik

Planning team: Divyapratap Mehta, Neha Bansal

Films department: Manjula Moses

Production house: Nomad

Directors: Dirk & Inti (Norman Bates)

Producers: Amitabh and Sejal, Pragathi

DOP: Bjorn

VO & Magic: Piyush Mishra

Brand VO: Ninad

Music: Karthik Shah

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