Carry Your Cool, with Lenovo Yoga

The technology enthusiasts, more commonly known as the tech geeks, are the new cool.  Admired by peers for their intellectuality despite their perceived lack of sociability, these ‘geeks’ represent a whole new generation where technology is a lifestyle choice. A choice that reflects the style and attitude of the person is an extension of his personality, his likes, and his way of life.

Be it education, career development, entertainment or even socialising, technology is the preferred platform. Owning a laptop is not a choice but a need for them. But just functionality is not enough, it has to be an expression of their style as well.

Lenovo presents the next generation of Yoga laptops. With a screen that offers a 360 degree swivel that goes from laptop to tablet mode in one smooth movement, HD screen, Dolby sound and intel core i7 processor, these laptops offer an ideal combination of innovative design and powerhouse performance. With prices starting as low as Rs. 30,490/-, Lenovo Yoga is an ideal choice for the youth of today.

The TVC introducing the next generation of Yoga laptops shows a young girl in a café calmly working on her Yoga laptop, observes a few bikers enter and misbehave with the staff. She decides to teach them a lesson without having to let go off her Yoga. To our surprise she turns out to be a martial art pro and leaves the goons feeling pretty stupid. Her Yoga laptop twists and turns to her moves, helping her carry her cool all the way.

Rajiv Rao, NCD Ogilvy added, “Geeks represent the new cool. Their technology is their style. The usual and mundane doesn’t appeal to them. They need something new, something flaunt worthy… they need to ‘carry their cool’. The Lenovo Yoga laptops offer them just that!”

Talking about the campaign, Bhaskar Choudhuri, Director Marketing – Lenovo India said, “Lenovo’s philosophy of bringing accessible products with innovative technology and ground-breaking features gets further magnified with the next generation of Yoga laptops. These ultra-thin and light convertibles are packed with top of the line features … making it an ideal choice for the youth.”

Lenovo YOGA –
Campaign Credits
National Creative Director: Rajiv Rao
Creative Team: Santosh Patil, Namrata Patnaik
Account Management: Kiran Ramamurthy, Ruchika Chaudhary, Sneha Golechha
Account Planning: Sreenesh Bhat, Shreeja Das

Client: Lenovo
Director of Marketing: Bhaskar Choudhuri
Marketing Team: Amit Doshi, Dinesh Harathi

Director: Farouk Aljoffery
Producer: Vikram Bangera, Jaye Choong
Production House: Lemon Tree


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