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Dell India challenges today’s method of education

The ‘Back to School’ campaign created by Grey Group focuses on how a school student’s education can be made more engaging and interesting by leveraging the potential of technology

BestMediaInfo Bureau | Mumbai | March 26, 2015

dell-TVC Click on the image to watch the TVC.

Dell India has kicked off the ‘Back to School’ season with a new TVC that shows how a school student’s education can be made more engaging and interesting by leveraging the potential of technology. Conceptualised by Grey Group, the TVC premiered on March 26, 2015 during the ICC Cricket World Cup semi-finals and will air across leading English and Hindi entertainment, movie and music channels as well as regional language channels from March 27.

Taking Dell’s Back to School campaign into the lives of school going students and their parents across the country, the TVC lays emphasis on how in an Indian household, a child studies by rote. Depicted through the ‘Ratta Raga’, a mother watches her son struggling to learn something he cannot understand, which builds concern around her child’s method of learning. His “Learning Meets Doing” moment is realised when she introduces him to the path of comprehension using the Dell Inspiron All-in-One PC.

Supporting the Back to School ad campaign, Dell is also reaching out to new technology adopters in Tier 3 to Tier 5 markets with its Go Rural Programme, wherein mobile Dell Exclusive Stores with the entire consumer range of products is taken to these cities and towns, in order to bring the Dell technology experience closer to consumers.

Ritu Gupta Ritu Gupta

Ritu Gupta, Director - Marketing - Consumer & Small Business, Dell India, elaborated, “This TVC is an abstraction of the challenges faced by young students in the country. The demands of education today means more youngsters are taking to ‘ratta-fying’ with the single-minded aim of reproducing this learning in their exams. The concept of ‘Learning meets Doing’ is aimed at challenging today’s method of education. We believe that an intuitive and engaging education, which underlines real life application, can result in the creation of a generation of well-rounded, ambitious individuals.”

Ram Jayaraman Ram Jayaraman

Ram Jayaraman, Executive Creative Director, Grey Bangalore, added here, “There’s a difference between studying and learning, just as there’s a difference between getting marks and getting an education. Learning happens when we understand something, and understanding happens easiest when things are engaging and fun. Technology can spark imagination, making the mundane come alive and simplify what’s complicated. While growing up, we had no choice but to learn by hook, crook or rote – children today luckily have a much better option.”

The TVC:



Company: Dell India Dell Team: Ritu Gupta, Director, Marketing, Consumer and Small Business, Dell India Razia Ali, Marcom, Consumer and Small Business, Dell India

Advertising Agency: Grey Worldwide. Grey Team: Creative: Ram Jayaraman, Executive Creative Director; Malvika Mehra, National Creative Director Account Management: Sowmya P, Account Supervisor; Amarendra Singh, AVP & Director Client Services; Hari Krishnan, Senior Vice-President

Planning: Ajay Ravindaran, AVP, Planning; Dheeraj Singh, Senior VP, Planning Films Department: Sharad Shinde, Director, Films; Samir Chadha, Senior VP, Films Production House: Dungarpur Films Producer: Kiran Director: Shivendra Singh Music: Amar Manglurkar

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