Lenovo and MTV encourage young artistes through CO:LAB

By Satrajit Sen , afaqs!, New Delhi | In Digital
Last updated : March 05, 2013
The platform allows users to share stories about themselves and their community through different aspects of music, with the effective use of technology.

Extending its 'For Those Who Do' brand positioning on digital, Lenovo has partnered with MTV to launch CO:LAB. The online campaign (http://www.project-colab.com) aims to discover and enable creative and talented Millennial (Gen Y) of India. The platform allows users to share stories about themselves and their community through different aspects of music, with the effective use of technology.

A screenshot of the CO:LAB home page

In collaboration with MTV, Lenovo will provide CO:LAB participants with an online platform where they can showcase their artistic creations as DJs, vocalists/instrumentalists, film makers or motion graphic artists, and can transform their skills and ideas into something that has the potential to impact their future.

The campaign is primarily targeted at the youth in the age group of 18-25 years. Lenovo has also brought on-board well known local and regional mentors, who are leaders in their individual fields, to provide guidance to country and regional winners, respectively. Regional winners will also participate in a five-day workshop where they will have the opportunity to work with leading industry icons to fine tune their skills and produce a music video. After the production of the video, each of the four winners, one representing each industry vertical, will receive a cash prize of $10,000.

Shailendra Katyal

Explaining to afaqs! the idea behind the campaign, Shailendra Katyal, director, marketing, Lenovo India, says that CO:LAB is an extension of Lenovo as a company; what it makes; and the mindset of its consumers, who are mostly the youth.

"There are often people with great ideas who may not necessarily have the resources to bring these ideas to life. Lenovo will provide the platform, resources and mentors to turn their ideas into real, tangible projects with positive outcomes. CO:LAB aims to inspire and encourage the Millennial generation and at the end of the campaign, we hope to have inspired individuals to collaborate across borders in order to turn their dreams into reality," Katyal adds.

Katyal further informs that taking into account the Do Network's impressive statistics last year, Lenovo feels that the Indian youth wait for an opportunity such as this to exhibit their talent and skill.

In 2012, Lenovo engaged with the youth through the Do Network in India, which was an online platform built to inspire to turn its unique ideas into positive outcomes. At the end of the 90-day campaign that began in December 2011, the Do Network, as claimed by the company, witnessed 107,443 registered users, 319,384 votes were cast, and 1,916 projects were created.

Speaking on the reason behind partnering MTV for CO:LAB, Katyal says that MTV is the leading multimedia brand for youth in India and represents the sweet spot for music and entertainment. "Both, Lenovo and MTV are targeting those who don't just dream about achieving, but go out there and do. Both brands support the mindset of creative, optimistic and ambitious people who will stop at nothing to accomplish their goals. We chose to collaborate with MTV because music and technology go hand-in-hand," Katyal informs.

The CO:LAB campaign is primarily being promoted it through MTV. Besides, the Facebook and Twitter presences of Lenovo and MTV are being tapped, along with more than 1200 retail outlets across the country.

First Published : March 05, 2013
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