The commercial is conceptualised by Grey Group for Dell’s Inspiron 2-in-1 laptops that seamlessly fit into the lives of today’s consumers, balancing work and play
BestMediaInfo Bureau | Mumbai | September 13, 2016
Dell launched its new television commercial as part of its festive campaign featuring its newly launched Inspiron 2-in-1 laptops that balance work and play. The ad film was launched on September 8 and premiered on Dell’s Facebook page. Conceptualised and executed by Grey Group, the new TVC brings to the forefront Dell’s aim to create innovative products that seamlessly fit into the lives of its consumers.
Dell understands that life is a balancing act between multiple responsibilities, choices and commitments. And even though festivals are a time of happiness, fun, food, coming together of loved ones and celebrations, there will always be this juggling and balancing act. The television commercial is a testament to the duality that exists within the overlap of work and personal life, for the new age modern Indian couple. Set in the context of a modern day, nuclear family determined to celebrate through collaboration, Dell confidently projects the role of technology as an enabler for the user.
The TVC brings alive the ease with which the new range of Dell 2-in-1 allow its consumers to flip between work mode and fun mode, without compromising on either. The story portrays a young entrepreneur who has to work on a new project while her husband waits for her to join in on the festivities. With the versatile Dell 2-in-1, she effortlessly flips between ‘office mode’ and ‘tyohar (festive) mode’. Added to that is an interesting element that puts the spotlight on the lives of modern couples, where the flexibility of the husband’s role is highlighted as he starts making festival sweets even as he waits for his wife to finish her work.
Ritu Gupta, Director, Marketing, Consumer and Small Business, Dell India, said, “This is the exciting story of many urban Indian households and working couples. We want to show people how technology can be used to enhance their daily life, depicting a real world example. In this instance, the work-life duality of an entrepreneur is highlighted and equated to the dual flexibility that the product offers. At Dell, we view technology as a tool towards enabling users to do more with their lives. This understanding of consumer needs reflects in stunning products that match user needs and serve as true companions.”
Vishal Ahluwalia, VP and business head, Grey Bangalore, said, “Grey works collaboratively with Dell to create a strong emotive connect with Dell's consumers through real life narratives in which technology is integral to aiding celebrations. This year's festive campaign salutes the spirit of the new age Indians who multi-task through every situation, even in a festival as success for them goes hand in hand with personal happiness.”
The Dell festive campaign covers all key festivals and aims to create a 360-buzz across all media with television, radio, print, OOH and digital activations. The campaign will be supported by extensive retail activity during each festival and an active social media proliferation. To help consumers make the most of the festive spirit, Dell has rolled out many offers, including interest-free EMI options, extended warranty and a host of other goodies.
The television commercial will be aired across leading English entertainment and movie channels, Hindi entertainment, movie and music channels, regional language channels and cinemas in 456 screens across 75 cities. The commercial can be seen on the national channels like Star Plus, Colors, MTV, Bindaas, Discovery, Comedy Central, Dish TV, Tata Sky, Ten Sports, Zee Bangla, Jalsha Movies.
Dell India Team:
Ritu Gupta, Director, Marketing, Consumer and Small Business
Hariprasad Shetty, Senior Brand Manager, Consumer and Small Business
Pallavie Singh, Marcom, Consumer and Small Business
Agency: Grey Group, Bangalore
Creative: Ram Jayaraman, Loreto Basumatary
Account Management: Vishal Ahluwalia, Amarendra Singh, Komal Gehani
Planning: Barsha Chakraborty
Films Team (Grey Works):
Sr. Vice President - Films: Samir Chadha
Sr. Director - Films: Sharad Shinde
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Poonam Wahi
Asst. Producer: Radhika Joshi