Developed by Ogilvy & Mather, the TVC showcases a comprehensive range of smartphones complementing needs and price requirements of every kind of consumer
BestMediaInfo Bureau | Delhi | May 24, 2013
To strengthen the brand presence of its smartphones across India, Lenovo has launched a TV commercial on its new and exciting range of handsets. With this launch, Lenovo continues to drive to leadership in the PC plus era and takes forward the ‘For Those Who Do’ platform.
Developed by Ogilvy & Mather, the TV commercial showcases a comprehensive range of smartphones, complementing needs and price requirements of every kind of consumer in India, thus addressing a wide audience of ‘doers’. The premise of the new advertisement revolves around the fact that smartphones are one of the most personal devices, and are an extension of one’s personality. The focus is on ‘Hands’ of different sets of ‘Doers’ – a base jumper, a guitarist, a chef, a painter, a surfer girl, a young traveller, a ballerina, a group of bikers and a group of youngsters partying. These are the same ‘Hands that hold a Lenovo’ and ‘Do More’ with their phones, tying in perfectly with Lenovo’s brand campaign ‘For Those Who Do’.
Shailendra Katyal, Director - Consumer Business, Lenovo India, said, “With this launch Lenovo continues its drive to leadership in the PC plus era and takes forward the ‘For Those Who Do’ platform. Our smartphones are synonymous with style, performance and quality, making them an ideal choice for the youth.”
“As a brand, we are focused on empowering the youth with ‘tools’ that allow them to follow their passion, and succeed and transform their lives,” added Katyal.
Rajiv Rao, Creative Director, Ogilvy India, said, “In a market that is cluttered with various smartphone brands, the idea was to highlight Lenovo as a brand that not only has aspirational value, but also a strong connect with the youth. In short, it is an ode to what truly is the most personal and capable tool of Doers.”
The TVC has been directed by Shashanka Chaturvedi, the Cannes Films Gold Lion award winner, for Good Morning Films.
Client: Lenovo India
Agency: Ogilvy & Mather
Creative Team: Rajiv Rao, Kainaz Karmaker, Harshad Rajadhyaksha
Planning: Madukar Sabnavis
Account Management: Kiran Ramamurthy, Deepanker Mukherji, Priyanka Khatri
Director: Shashanka Chaturvedi (Bob)
Production House: Good Morning Films