The initiative, conceptualised by BBDO Delhi, saw HP connecting an orphanage and an old age home through a video call and creating a new family. It later gifted them laptops so that they can remain connected forever
BestMediaInfo Bureau | November 9, 2016
Festival is the time to celebrate and have a whole lot of fun, time for loved ones to come together and spend quality time together. No matter how independent one is, festivals always remind one of family. But what about those who have no family to cheer with?
HP’s new post-Diwali video introduces us to few such people and takes us on a heart-warming journey of bonding and the true spirit of Diwali.
Conceptualised by BBDO Delhi, the video titled #ReinventGifting explores the idea of gifting someone a family. The video shot in an orphanage and an old age home starts with the residents of each place celebrating the festival of lights but also wishing for a family they could share the happy occasion with. This is where HP steps in by gifting laptops to the orphanage and old age home and helping the residents connect with each other over Skype.
“Diwali is a season for family bonding and gifting. We thought we could gift people a family. We wanted to use the theme of gifting outside the clichéd way of pushing the use of an HP laptop as a gift,” said Lloyd Mathias, Marketing Director, Consumer PCs, Asia Pacific and Japan, HP.
Speaking about the brief, Ritu Sharda, Senior Executive Creative Director, BBDO, said, “HP wanted us to do something with a social relevance and a deeper emotional message around the concept of gifting during Diwali. Their global tag line is keep reinventing. And we needed to do something that was also true to the philosophy of keep reinventing, which is always about how technology is positively changing lives.”
Elaborating on the creative thought behind the initiative, Sharda said, “It was a very exciting brief and a great opportunity, but also a huge challenge. Technology already plays a beautiful role by bringing families together no matter where they are and more so on Diwali, because this festival is all about getting together with family and celebrating. But then we figured that there are two sets of people out there for whom Diwali isn't about families getting together because they are people who don't have a family with them.”
“These are people who are in retirement homes and orphanages, two opposites of the spectrum. Can technology really do something for them? Can we use the philosophy of keep reinventing to change their lives? How do we reinvent gifting for them? So we decided to gift them something they miss the most on Diwali, a family. And we did this by putting an HP laptop at both these places and got them to connect with each other through a video call. We haven't stopped there. We have gifted these laptops to them so that they can keep connected because a family stays forever.”
Throwing some light on the challenges faced while executing the idea, Mathias said, “This was shot at the locations of the SOS Children’s Village and the Panchavati Senior Citizens Residency in New Delhi – the places to whom we had presented the laptop. It’s never easy to shoot at such locations.”
“We had to be very careful that we are not playing with anyone's emotions and we had to keep it real. So we did this for real. The elderly people and the kids that we show here are real. Whatever they said was not scripted but instead something they genuinely felt on their own. The surprise and the joy connecting with each other was also captured in real time,” added Sharda.
Agency: BBDO Delhi
Creative Team: Josy Paul , Ritu Sharda, Saurabh Yadav , Anunay Rai, Rubina Ahmad, Gireesh Gupta