This Diwali, Lenovo celebrates the spirit of dreamers

Lenovo has launched its latest digital film featuring its newly launched detachable laptop, the Miix 310. With this long format digital video, which is part of the #GoNewcampaign launched earlier this year, Lenovo captures the dreams of forward looking individuals, who are not bound by their circumstances and aspire of a better tomorrow for themselves and their loved ones.

Conceptualised by Ogilvy Bangalore, the digital film – titled ‘Back Seat’ – encapsulates the story of every Indian dreamer who aims high and pushes boundaries every day. The conversation between the taxi’s driver and his son revolves around a father’s aspirations for his son’s bright future. It is a thought that crosses the driver’s mind every time the he ferries around executives from multinational companies in his taxi. The release of the video coincides with Diwali, a season when Indians celebrate shared aspirations and family bonds like no other time of the year.

Bhaskar Choudhuri, Director - Marketing, Lenovo India, remarked, “The most impactful stories come from the simplest insights. The insight behind ‘Back Seat’ is that Indians are dreamers who aspire for a better tomorrow for their loved ones and are not bound by everyday constraints. The film also brings to life the super human ability of technology to not only be a great leveler but also, to allow the forward thinking minds to leapfrog their current situation. This is why the Lenovo brand strives to make technology accessible for everyone.”

Elaborating on the campaign, Azazul Haque, ECD & Creative Head, Ogilvy Bangalore, said, “Our nation is a nation of dreamers. We are pushing ourselves every day, every moment to make our tomorrow and the tomorrow of our loved ones better, brighter. And this is the story of every Indian. No matter where you go. No matter who you are. Like this taxi driver, who sees dreams for his son every time he sees some multinational executive sitting on the backseat of his car, working on his laptop. The dream of his son sitting behind like the ones he calls sir.”

He further said, “We thought this insight, this story can encapsulate the dream of majority of people who are struggling and yet dreaming of a better tomorrow. And they know technology will play a major role in connecting them with their dreams. They know technology can shape the future of their next generation. And Brand Lenovo urges them to dream on. And facilitates them with such technology at a price they can afford.”

This is not the first time that Lenovo’s advertising has celebrated the spirit of dreamers. Whether it is their three-year association with YUWA that saw the brand empowering girls from a Jharkhand village or the previous commercial in the Go New series released in July this year, Lenovo has been seen committing strongly to progressive mindsets of a new generation of Indians.

Watch the film here:
https://www.youtube.com/watch?v=rk9XBs08AKo

Campaign credits:
Client: Lenovo India
Creative agency: Ogilvy Bangalore
National Creative Director: Rajiv Rao
ECDs & Creative Heads (Bangalore): Azazul Haque, Mahesh Gharat
Senior Vice President: Kiran Ramamurthy
Servicing Team: Kamala Gowri V
Director: Azazul Haque
Production House: Storytellers
Producer: Zina Khan
Director of Marketing, Lenovo India: Bhaskar Choudhuri
Marketing Team, Lenovo India: Amit Doshi, Hima Nandan, Vinod Kumar

Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising