Want the new touchscreen Inspiron? Dell tells youth how to 'hint a gift'

The new campaign, created by Grey Bangalore, urges youth to do “kuch bhi” to get their hands on the new Dell range this festive season

Sohini Sen | Mumbai | October 10, 2013

Click on the image to watch the TVC.

Taking its earlier campaign mantra of 'I can do kuch bhi', Dell has launched a new TVC keeping the festival season in mind. The Dell Inspiron TVC promotes its latest range of touchscreen laptops as the ultimate machine to fulfil the creative aspirations of the youth.

With a word play on the brand name, the campaign, conceptualised by Grey Worldwide, Bangalore, is called ' Celebrate Dell se'. It uses the campaign to urge the youth to do 'kuch bhi' for a Dell Inspiron series of Notebooks as a festival gift, by hinting it subtly.

Youth being the main TG, Dell has used the go-get-it nature of the young generation to its advantage. Festive times are important for any brand as a lot of consumers will buy and splurge around the season for gifts. By combining these two ideas, Grey has managed to create a campaign which can connect with consumers on a deeper and emotional level, especially at a time when festival clutter is becoming challenging in the advertising sphere.

Ritu Gupta, Director, Marketing, Dell India, said, “Inspiring customers by providing them with technology that gives them 'the power to do more' has always been one of Dell's biggest goals. Building an emotional connection between our customers and technology is integral to Dell's branding strategy. In line with our on-going Achievement 'I can do kuch bhi' campaign, we decided this festive season to inspire the youth with the idea that they have the power to get what they want by hinting to their loved ones of their preferred gift for Diwali, which in this case is the Dell Inspiron range of touch laptops.”

The TVC opens with a young man just drumming his fingers on the car dashboard. A passing car stops next to his car and congratulates him on his new laptop. His father, sitting next to him, looks amazed. Through the day, however, the father is congratulated time and again for giving his son the Dell Inspiron. The man finally catches up with his son and asks him what the deal is, since he hasn't given him a laptop at all. His son smiles and reminds him that the main festival is the next day and he can still gift it to him! It is only then revealed that through the day he has tried to subtly hint at his wish for a new Dell Inspiron.

The TVC will be aired on various channels including Hindi and English GECs, movie channels as well as music channels which the youth are more likely to watch.

“When we looked at Dell's core TG – the youth, and their changing dynamics – we had our task cut out. Today's youth does not humbly accept whatever gift they get. They are willing to ask for a gift of their choice, one that they believe will help them further their dreams and ambitions and achieve all they set out to do. Openly dropping hints to their loved ones about gifts they would prefer has become a common practice. It is this insight that inspired our communication idea. The result is our latest campaign, 'This festive season, do kuch bhi to get a Dell Inspiron,'” explained Ram Jayaraman, Group Creative Director, Grey Bangalore.

The TVC:

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

Credits:

Client: Dell India

Dell Team: Ravi Bharadwaj, ED – Marketing; P Krishnakumar, ED & GM, Consumer & Small Business; Ritu Gupta, Director, Marketing, Consumer & Small Business; Hariprasad Shetty, Marcom Manager, Consumer & Small Business

Creative Agency: Grey Worldwide, Bangalore

Creative Team: Ram Jayaraman, Sham Ramachandran, George Sebastian

Account Management: Amarendra Singh, Aniket Sharma, Pooja Selvaraj

Sohini.Sen@BestMediaInfo.com

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