Dell has always propagated the brand promise of 'The power to do more'. Taking this position forward, the company has launched its latest campaign, 'I can do Kuch Bhi', that showcases how the brand helps people achieve their dreams and follow their passions.
The first phase of the campaign began with social media. The brand launched two films to drive conversations on Facebook and Twitter. It used the stories of two young individuals - one a lady with a passion for yoga and the other a young man determined to restore his father's bike. The videos were put up on the Facebook page (http://www.facebook.com/dellindia) and a microsite (http://www.achievewithdell.in/index) was also launched to enable people to share how technology helped them achieve their dreams. More than 40 stories of passionate people have been uploaded on the microsite till now.
In the next phase, the television commercial (TVC) was launched across channels on April 26. Before launch, Dell made it exclusively available on its Facebook page. On Twitter, it launched a contest around the hashtag, #icandokuchbhi, to initiate conversations. The television commercial is a montage of images that show how different youngsters fulfil varied dreams using their Dell Inspiron. Several short films have also been launched on the online platform to provide viral effect.
She adds that going by the trend in most sectors, the next level of growth is expected from Tier 3 cities. To ensure that it reaches a wide section of consumers, the brand has booked spots on television channels belonging to different genres such as sports, infotainment, GEC (English/Hindi) and movies (English/Hindi).
Apart from television, the campaign will use a mix of media such as digital, print and on ground. It has partnered with leading national and regional dailies such as The Times of India, Hindustan Times, Jagran and Maharashtra Times. The next phase of the campaign will have both OOH and on ground activities.
In its earlier campaigns such as 'Masti ka Pitara', 'Welcome to your Studio' and others, Dell has showcased the features of the product. This time, the focus is more on an emotional connect showing relatable stories.
Dell is one of the market leaders in India in the consumer products category and has been present in India since 1996. It has a strong supply chain network in India and competes with brands such as HP, Lenovo, Acer and Sony.
The Dell Inspiron is a mainstream consumer brand of notebooks and desktops, targeted at families, students and entertainment enthusiasts. The Dell Inspiron 14R and 15R are models with Windows 8 operating system and touch screen. They were launched in India in March, 2013.