Computer technology company Dell has launched a new campaign to introduce its latest offering, Dell Cinema. The campaign extends across television, print and digital with prime associations and a high-impact creative approach.
Addressing the young and upcoming digital affluent individuals, the TVC will air across leading 42 English and Hindi entertainment, movie and music and sport channels and in regional media across Tamil Nadu, Karnataka and Andhra Pradesh.
Dell’s association with the upcoming ‘Thugs of Hindostan’ across YouTube and Facebook as primary digital channels and a presence during the Asia Cup Cricket Tournament is aimed to engage with consumers throughout the festive period.
Conceptualised and executed by Grey Group, the film depicts features of Dell Cinema. The film begins with the viewer visually entering a vibrant festive dance that comes alive on XPS 13’s screen, followed by losing oneself in watching a graphics-intensive film with feature rich audio, the effect of which is evident on a glass of water kept next to the laptop. The film concludes with fans in a cricket stadium cheering for India, with every little detail coming to life without interruption, thanks to the unmatched streaming experience.
Commenting on the new TVC, Ritu Gupta, Director, Marketing, India and ANZ, Consumer and Small Business, Dell, said, “Dell Cinema is an incredible innovation by Dell. It is the promise of entertainment being delivered in a way that it was designed to be by content creators on your PC. We’re taking Dell Cinema closer to our consumers who look for immersive cinematic experiences, anytime and anywhere. The Indian festive season is as immersive as it can get and we are so excited to be a part of it with Dell Cinema.”
“Dell and Grey as a team have been fortunate to have unique and insightful winning executions across all festivals in the past. While Dell as a brand is immersed in the Indian culture, this year we decided to project the grandeur of India celebrating through myriad of passion best experienced on Dell Cinema. The TVC captures a plethora of passion, which we are unable to experience live due to our busy everyday life. Dell Cinema experience is akin to reliving the moment “Live” in best of sound, colour and streaming,” said Vishal Ahluwalia, Senior VP and Branch Head, Grey Bangalore.
Client: Dell India
Agency: Grey Group, Bangalore
Director, Marketing, Consumer and Small Business, Dell India: Ritu Gupta
Marketing, Consumer and Small Business, Dell India: Razia Ali
Creative: Sandipan Bhattacharya, Gautam Bhasin, Parvathy R, Sibin PC
Account Management: Vishal Ahluwalia, Esha Datta, Anukriti Som, Ayushi Haldar
Planning: Arun Raman
Sr Vice-President, Films, Grey Works: Samir Chadha
Sr Director, Films, Grey Works: Sharad Shinde
Director: Vibhu Puri
Producer: Ankit Mittal, Nikita Singh