The “We’ve Got Your Back” campaign developed by The Womb for Lenovo attempts to showcase the impact that the brand has on different aspects of India.
The campaign thought #GotYourBack showcases the perspectives of varied people whose lives Lenovo has touched. The unconventional visual device of only showcasing backs of individuals and even an animal makes for stories that stand out from the other corporate campaigns of the country.
From education to finance to agriculture, Lenovo provides technological infrastructure and innovation to many industries. The campaign highlights this untold and unknown aspect of the brand, further strengthening the brand love Lenovo enjoys in India. Celebrating the softer but extremely integral side of brand Lenovo; simple stories bring to the forefront Lenovo’s efforts towards building a sustainable tomorrow, empowering teachers, and students alike in the remotest of locations, creating a community workforce that manufactures in India for the world and their unwavering commitment towards security in processes and devices.
Navin Talreja, Founding Partner, The Womb, said, “The campaign highlights surprising and unusual truths through the perspective of the unlikeliest people who depend on Lenovo. ‘We got your back’ is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment and its many stakeholders.”
Suyash Khabya, Creative Head, The Womb, said, "It's easy to bring out emotions through the face, but in this campaign, we needed to land our idea through the backs. It was quite a challenge, but I think we've done a great job of it. We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that's why the films appear so authentic. In fact, even the static has come out magically beautiful."
Amit Doshi, Chief Marketing Officer (India and South Asia), Lenovo India, said, “The Womb team has done a fantastic job to give voice and life to the many stories that define Lenovo’s commitment in India and across the world. The films have of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”
Make in India:
Client Credits: Lenovo India
Chief Marketing Officer (Asia Pacific): Bhaskar Choudhuri
Chief Marketing Officer (India and South Asia): Amit Doshi
Head Marketing, Consumer PC and Tablets: Anupama Bhimrajka,
Lead Digital Marketing and Transformation: Saikat Sinha
Brand Marketing Manager: Anchal Agarwal
Agency Credits: The Womb Communications
Founding Partners: Kawal Shoor and Navin Talreja
Creative Team: Suyash Khabya, Arnab Manna, Komal Sharma and Krutant Bilakhia
Planning and Research Team: Abhishek Hariharan, Ipshita Khan and Varchas Sinha
Account Management: Heval Patel and Pranesh Arde
Production House Credits: Lenseflare Films
Director: Sachin Kotre
Executive Producer: Bhavna Singh
Producer: Naveed Khan
Cinematography: Sejal Shah
Music: Subhajit Mukherjee
Production Designer: Niyoti Upadhye and Vinay Narkar
Editor: Yaser Abbas