The new TVC has been conceptualised by Grey with personal achievements as the key peg of the storyboard
BestMediaInfo Bureau | Delhi | April 26, 2013
Dell is launching its new campaign for the Inspiron series of NoteBooks from today on all leading entertainment channels. Inspiron is one of the key brands in Dell India’s consumer products portfolio and it is targeted primarily at the youth. Being one of the most dynamic consumer segments, the very nature of audience is diverse. The youth today have clarity of thought, intent and ambition. Their dreams are no longer merely monetary, and accomplishment is no longer defined only by professional success. Achievement for them increasingly means the realisation of passion. And for this, they back themselves fearlessly.
The new Dell TVC highlighting personal achievements and triumphs has been conceptualised and developed by the Dell India team working with Grey. The campaign is based on stories of 'Personal Achievement'. However, ‘achievement’ in this context is not a measurable benchmark in that sense but a passionate pursuit of a personal goal. Dell as a brand has always believed in aiding this pursuit of passion and the new TV commercial is a reflection of this belief.
Ritu Gupta, Director, Marketing, Dell India, said, “At Dell we create products with our customers in mind with the sole purpose of creating great user experiences. It’s our customers’ passions that inspires our technology, which are designed to help them unleash their potential and gives them the ‘Power to do More’. We believe that technology alone is not important, but what it enables our customers to do. It is this very thought that forms the basis or foundation of the ‘Achievement’ campaign.”
The film captures this ‘Can Do’ spirit of today’s youth and showcases how Dell Inspiron is an enabler for this, through the different features of the Inspiron like the touchscreen, HD webcam, etc.
The vibrant mix of stories and individuals along with the magic of the visual landscape created by Koushik Sarkar (Director) and Carlos Catalan (DOP) weaves the multiple stories into one saga of dreams and energies. The film, strung to Amitabh Bhattacharya’s lyrics and Mikey McCleary’s music, not only grows on you but also turn this TVC into an anthem of achievement.
The TVC itself aims to tell a story – about how the youth of today have dreams bigger than a canvas can hold. They know no boundaries, have no fears and dream big. The TVC captures this spirit of conquering the world and making the world their stage.
With the theme ‘I can do kuchh bhi’, the campaign sets out to celebrate triumphant journeys of the creative, motivated, free spirited youth, who are confident of achieving anything with the guiding hand of technology.
Visually, the TVC traverses between stories of inspired individuals who have taken the path of realizing their dreams and how they are making the most of Dell’s people-inspired-technology to achieve those goals.
It depicts a world where passions are met without restrictions. From people transforming a neighbourhood using their paint brush, to a girl honing her boxing skills, to a rock band nervously preparing for their first gig, the commercial depicts how people from varied backgrounds and interests are using the Dell Inspiron Notebooks as their partner in their pursuit of passion.
Malvika Mehra, National Creative Director, Grey, said, “The youth are driven by various passions from social activism to music to other mainstream or offbeat pursuits. We’ve tried to capture this in the context of the brand being an enabler set to music and lyrics that are almost anthemic.”
Ram Jayaraman, Group Creative Director, Grey, commented, “Today, passion is power. The youth believe they’re invincible, but there’s a charming innocence in the way they wear this belief. Hopefully our film – with its lovely track – speaks not only of them, but for them too.”
The campaign is also supported by print and digital. The print campaign was launched last month and it showcases stories of achievement by profiling youth and their passions. On the digital front, web videos were created and seeded on the platform of ‘Personal Achievement’ showcasing multiple stories of achievement. That apart, an interactive microsite (www.achievewithdell.in/) was created that enabled youth to share their stories of passion. In addition to this, through contextual targeting the brand is reaching out to forums, bloggers and influencer groups amongst youth across social media.
The Twitter contest will invite users to share tweets which tell the story of their inspirations (be it people or things) who embody the spirit of #icanDOkuchbhi and their achievements. The winner will receive a Dell Inspiron laptop.
Client: Dell India
Client Team: Ravi Bharadwaj, Krishnakumar P, Ritu Gupta, Razia Ali, Hariprasad Shetty
National Creative Directors: Malvika Mehra, Amit Akali
Creative Directors: Ram Jayraman, Sham Ramachandran
Account Management: Hari Krishnan, Amarendra Singh, Kevin Thomas
Digital: Sudhir Nair; Navin Kansal, Vishal Chopra, Anand Peter
Account Planning: Dheeraj Sinha, Neha Bansal
Production House: Apostrophe Films
Director: Kaushik Sarkar
Films: Samir Chadha
Music: Mikey McCleary