Multinational information technology company HP Inc. India has launched a TVC-led campaign ‘Print Befikar’, introducing the home segment to its new range of ink tank printers. It is primarily targeted at parents of school-going children between the ages of 4 and 14 and positioned as an affordable solution to their printing needs for projects and home paperwork.
Created and shot by BBDO, the TVC was conceptualised on the basis of HP’s research in printer uses, highlighting that a higher recurring cost remains the biggest barrier in buying a printer. HP found that parents print their children’s assignments in the office free-of-charge, as they are dissuaded by the recurring cost of home printing, perceived as inconvenience. While they secretively use the office printer, they feel ashamed of others noticing their frugalness. The TVC’s protagonist, behaving as a ‘Chhupa Rustom’ (a Hindi phrase for someone who acts deceitfully), is caught by office staff and colleagues who remind him that he is saving only 10 paisa per print.
Neelima Burra, Country Marketing Director, HP Inc. India, said, “HP is committed to understand customers’ needs and requirements to introduce technology that fulfils their needs. Printing is extremely critical for parents of young children to address their homework and learning needs. With our campaign ‘Print Befikar’, we want to debunk the perception surrounding home printing and highlight how HP brings ease and affordability to printing.”
Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “In a world where telecom and e-commerce brands are shouting the loudest, our aim was to create a film that resonates with our target audience and makes ‘ink tank printers’ relevant. We did that by reminding our target audience, parents of school-going children, in a fun way, of their own surreptitious behaviour in office when it comes to printing homework. This furtive stealthy action in office is so universally linked to printing costs that it gave our ‘affordability’ proposition instant recognition and connection. The execution is made for repeated viewing and likeability. The Pink Panther-like movements of our protagonist and the catchy song adds to the charm and joy of the film."
HP Ink printer is a perfect fit for households. Not only does it offer a highly economical 10 paisa print-per-page, but also easy, high-volume printing, colour-rich prints and mobile/computer compatibility. These features make it ideal not only for homework and coursework-related projects, but also as an enabler of edutainment for the whole family. The campaign subtly positions its printers as a solution to the social stigma of not being able to afford a printout.
The TVC-led campaign will be brought alive across TV, social media, digital media and experiential activations at point of sale, dedicated print hubs at apartment complexes, and print stations at corporate parks, to drive purchase considerations.
Client: HP Inc. India
Creative Agency: BBDO India
Chairman and Chief Creative Officer: Josy Paul
Chief Executive Officer: Ajai Jhala
President: Rajesh Sikroria
Sr. Executive Creative Director: Ritu Sharda
Sr. Creative Director: Anunay Rai
Creative Director: Shinjini Banerjee
Sr. Art Director: Natasha Mehra
Executive Vice-President: Gireesh Gupta
Sr. Account Director: Rubina Ahmed
Sr. Account Executive: Kritika Vasan