HCL kicks off campaign to 'Change' lives

Conceptualised by Saatchi & Saatchi, the campaign, airing during IPL 6, comprises four TVCs creates a strong emotional connect with consumers' aspirations   

BestMediaInfo Bureau | Delhi | April 17, 2013

HCL ME Tablets are value for money tablets targeted at middle India. Keeping in tune with the brand's philosophy of 'Change', HCL ME Tablets aim to act as a catalyst and change the lives of the Indian consumer – at an individual level and a social level. In the current set of commercials, Saatchi & Saatchi has brought the brand philosophy to life by capturing interesting and important moments in peoples' lives.

The campaign consisting of four TVCs creates a strong emotional connect with the consumer representing the 'Change' that one aspires for. For instance, one of the TVC narrates the story of a Carpet-seller whose life has transformed with the HCL ME Tablet. He can now take orders, show demos and connect globally with his customers.

The campaign is less about the tablets and more about the brand philosophy. The objective is to create need, aspiration, relevance and consideration for HCL ME tablets by developing an individualistic expression for the brand and to involve the emotions of the viewers. The films end with a light-hearted feeling in order to put a smile on the viewer's face.

In the Carpet-seller TVC, the HCL ME Tablet is shown playing a pivotal role in changing the way business is done by a carpet-seller in Kashmir. Initially the carpet seller was solely dependent on traffic entering his shop. But now, Me Tablet enables him to take his shop to the world and thus expand his business horizon.

In the Rakhi TVC, the HCL ME Tablet brings the family together on a special day. For the loved ones, distances will cease to matter.

The third film, Jobs, highlights the biggest challenge faced by people – finding a job. With the help of HCL ME Tablets, middle India will have better access to jobs online, anytime, anywhere.

DJ, the fourth TVC, focuses on the world of music which changes overnight – what plays in London or New York today would earlier take months to reach the tier-2 cities of India. However, now, HCL ME Tablets enable the middle India to listen to the latest music when the world does.

The commercials kicked off on April 15, keeping in mind the super-charged IPL fervor. More than 3,800 spots garnering 1000 + GRPs have been slated for the TVC.

Talking about the new campaign, Matthew Seddon, CEO, Saatchi & Saatchi, India, said, “Technology is changing every aspect of our consumers' lives. In our very first work for HCL ME Tablets, we have demonstrated the positive effect ME Tablets can have in the lives of Indian consumers. I think our creative team and the director have pulled together a stunning set of commercials, which will connect with our customers and continue to drive the phenomenal growth being enjoyed by ME Tablets."

Gaurav Tikoo, Global Head – Mobility Marketing, HCL Infosystems, said, “We all live in an era of globalisation. No distance seems far, no mission seems impossible. And all this is aided by the technological advances that have taken place around us. Our positioning for the entire range of ME Tablets is 'Change Begins with ME'. We do believe that ME Tablets can be a catalyst that enables change for the Indian consumer on various social and individual levels. This particular thought has been beautifully captured by Saatchi & Saatchi in the latest ad campaign.”

The campaign being aired during the IPL is a 360-degree media campaign involving platforms such as TV, radio, print and digital platforms. Two more themes on the TVC will be released during the April-May period.

The TVCs:

Credits:

Client: HCL ME Tablets

Creative Agency: Saatchi & Saatchi, India

Chief Creative Officer: Ramanuj Shastry

Creative Team: Neharika Awal, Rajesh Minocha, Ritika Raha

Account Management: Jaibeer Ahmad, Naman Vardhan

Films Head: Anuj Alia

Production house: Fingerprint Films

Director: Rajay Singh

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