afaqs!

Dell: Anything goes

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 09, 2013
Dell India's latest campaign showcases how the brand helps people achieve their goals and follow their passions.

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 new TVC from Dell

The print campaign

'I can do Kuch Bhi' promotes the Dell Inspiron product line and shows youth driven by unconventional dreams. The campaign also showcases how the Dell Inspiron is an enabler of the dreams through different features such as touch screen, HD and webcam.

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.

The new campaign on social media

The new campaign on social media

Speaking about the insight behind the campaign, Ritu Gupta, director, marketing, Dell India, says, "The main idea of this campaign was to reach out to people who use technology in their daily lives to pursue their passions and create an emotional connect."

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.

Ritu Gupta

The brand believes that the consumer for this category is youth in the age group of 18-24 years across all socio-economic categories. According to an IDC report, Dell holds 9.7 per cent share in the consumer space (notebooks + desktops). The consumer PC market grew by 20.2 per cent in 2012 over 2011. Also, in 2012, the domestic computer market grew by 3.5 per cent to 11 million units in 2012.

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.

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