In the last five years, we’ve seen laptop brands use brand ambassadors endorsing swanky colour options with features like ultra-thin and what not. Today, we’ve seen a drastic change in the way these personal computer (PC) brands are advertising. These PC brands have realised how important PC learning is for Indians, especially those in rural India. Hence, they’ve been focussing their initiatives on PC learning.
For instance, Samsung had done a campaign wherein they associated with different education institutes with their products, exposing a lot of children in rural India to technology and encouraging PC learning. Dell India too is in the same boat. Its latest campaign tells the user how the brand is embarking on a journey to better one’s life.
The television commercial (TVC) is conceptualised to encourage PC usage in learning for students in their academic years.
With the theme ‘Ek behtar kal ka aarambh’ (starting of a better tomorrow), Dell is building upon its pan-India PC for education initiative – Dell Aarambh launched in 2016 — to spearhead the use of the personal computer in education. Dell will also be launching a mobile video outreach to complement the reach of this campaign to its audience. Launched in Dell’s Back to School season, when students embark upon the next leg of their journey of learning, the campaign reaches out to parents in India’s emerging towns to showcase how PC technology can expand their horizons, and can transform their child’s overall growth.
Conceptualised and executed by Grey Group, the TVC follows the journey of a bright young girl who sets out to solve a real life problem – that of having to travel a long distance all the way around a lake to go to school, each day. As the story progresses, we see the young girl partnering her personal computer to support her understanding of Archimedes’ Principle to arrive at a practical solution to take her across the lake, saving both time and effort.
Ritu Gupta, Director, Marketing, Consumer and Small Business, Dell India, said, “Dell Aarambh was created with the understanding that exposure to interactive methods of learning in the developmental years through the use of a personal computer contributes to the well-rounded growth of a student. With the use of the PC as a foundation device, learning becomes more holistic and enables a child to practically apply this knowledge, sparking creativity and innovation. This, in essence, is the implication of ‘Ek behtar kal ka aarambh.’ Our objective has been to equip young minds with technological capability such that they are prepared to build their future in a world that is becoming increasingly digital.”
Vishal Ahluwalia, VP and Business Head, Grey Bangalore, said, “Grey together with Dell has been at the forefront of change in how education is received and perceived as part of growth for children. Our challenge started in 2015 when we created our communication against rote learning with ‘ratta raag’ and has now come full circle with the current communication which expands on the benefit of experiential learning and how it expands children’s mind in creating solutions not just for their everyday problems but enhancing their knowledge, which help with new discoveries and application. This is their first step towards a brighter future. The TVC has been shot in a real environment with a real life predicament bereft of any gloss. It tells the story simply and yet effectively. We are positive that this would appeal to parents and children alike and bring about the required change in acceptance of a PC being essential for education.”
Dell Aarambh has been engaging with three key audiences — students, teachers and parents — in a series of activities meant to build their confidence and familiarity with using the PC. Dell believes that awareness and adoption will find its place every household, when parents, children and educational institutes collectively look at computer education beyond its functional approach, and expand their outlook with regard to the capability of a PC to be a companion in everyday life – both personally and through the education journey. Dell Aarambh has been running on-ground and online programmes since its inception in June 2016, and has covered a base of 3,305 schools and 59,349 teachers who have received PC training.
In 2017, the programme is reaching out to mothers with Dell DigiMoms, a PC awareness and training programme that kick-started with a pilot in eight towns in Karnataka and Maharashtra. The programme aims to reach out to 16,000 households, and will be implemented by the 32 on-ground Dell digital correspondents to engage with mothers, showing them how to understand and best utilise the PC in aiding the holistic growth of their children.
The TVC will air across leading kid’s entertainment and movie channels, as well as Hindi and regional news and general entertainment channels.
Client: Dell India
Creative Agency: Grey Group, Bangalore
Dell Team India:
Director, Marketing, Consumer and Small Business, Dell India: Ritu Gupta
Marketing Consultant, Brand Champion, Consumer and Small Business, Dell India: Razia Ali
Marcom, Consumer and Small Business, Dell India: Pallavie Singh
Creative: Sandipan Bhattacharya, Loreto Basumatary
Account Management: Vishal Ahluwalia, Uday Reddemreddy, Gopinath Srikrishna
Planning: Barsha Chakraborty
Films Team (Grey Works):
Sr. Vice-President, Films: Samir Chadha
Sr. Director, Films: Sharad Shinde
Production House: Ransom Films
Director: Shimit Amin
Executive Producer: Salil Khurana
Producer: Suhana Sharma and Sia Bhuyan