Dell's Visionary 'Back to School & College Campaign Shifts Paradigms in Education

Dell Technologies has unveiled its latest 'Back to School & College' campaign, showcasing the PC as a powerful tool that empowers students to bring their ideas to life.

Mayuri Saikia, Director of Marketing, Consumer and Small Business, Dell Technologies, India, elaborated on the #PC4Education initiative, emphasizing how personal computers empower students beyond academics, fostering societal impact and technological progress.

“When we say PC4Education, we are referring to the extensive use of personal computers by our young students, whether they are in college or school. It's about how PCs are utilized today and how they can be leveraged not just for academic purposes, but also for pursuing their passions and making a positive impact on society or the country. Essentially, it's about harnessing technology for human progress,” says Mayuri.

VML, the global agency partnered with Dell, spearheaded the campaign leveraging insights into student tech usage and contributions. Mayuri underscored Dell's commitment to highlighting students' tech proficiency and showcasing their impactful initiatives.

She added: “The briefing process included identifying our target audience, determining the platforms and products to be utilized, understanding the key features and benefits, and most importantly, delving into consumer insights. We recognize the importance of a consumer-first approach, which requires a deep understanding of the audience we are targeting. Our concept was built on this insightful foundation.”

Last year, Dell introduced two brand films titled ‘Dance Moves’ and ‘Cricket Gloves’. Now, a year later, Dell is launching the latest brand films as part of the ‘Back to School’ campaign. Reflecting on the campaign's performance during this period, Mayuri highlighted key insights and responses. She noted that over the past few years, including this one, there has been a noticeable shift in education trends. Two years ago, Dell introduced Padhai 2.0, addressing the transition to hybrid learning. Last year, the focus shifted towards technology's broader societal impacts with the "New Learning" campaign, which showcased acts of kindness and skill development.

“This year, we continue this theme, recognizing the evolving role of technology in education and society. Our new campaign emphasizes the importance of using technology for social good,” she says.

This year, the "Lamps" and "Mountains" movies take center stage in the campaign, showcasing three young students who devise innovative solutions to urgent social issues.

“Two films spotlight students contributing to their communities: one involves a mountain cleanup initiative, while the other showcases solar-powered lamps distributed to areas with electricity shortages. Our aim is to inspire collective action and spread happiness through meaningful projects. We're proud to evolve "Doing is the New Learning" and remain committed to fostering positive change,” Mayuri added.

Mayuri also highlighted that this year, Dell is embracing a digital-first strategy. "We'll be visible across various platforms such as YouTube, Facebook, Instagram, and ShareChat —essentially wherever our students frequent," she stated. "Our objective is to demonstrate how technology can be effectively utilized, showcasing its features, benefits, and any ongoing offers. Our digital presence will be extensive, ensuring accessibility to our audience. Moreover, with nearly 632 Dell Exclusive Stores, customers can also explore our offerings in person."

“In essence, we're meeting our customers wherever they are, whether it's online or offline. Given the widespread adoption of digital platforms in India, we're committed to maintaining a strong digital presence.” she added.

The conversation also touched upon Dell's extension of the campaign last year with 'Doing Good' and plans to amplify children's social initiatives, adapt to evolving consumer behaviours, and leverage data-driven approaches for effective marketing strategies.

Mayuri added: “So what we're currently working on, still in progress, is showcasing the work of many children who are already engaged in social initiatives. This isn't entirely new; rather, it's about amplifying their efforts and learning from them. We're collaborating with a platform to highlight these children's work and provide them with a broader audience.”

“Additionally, we're planning ground activations, including cleaning drives in schools and colleges. The aim is not only to involve students but also adults. For instance, we're organizing cleaning drives in Gurgaon and Bangalore, encouraging colleagues to participate. "Doing is the New Learning" applies to everyone, not just children, and these ground activities will continue over the next few months,” she said.

Mayuri also discussed the evolving landscape of consumer engagement and the key trends expected to shape this year.
She emphasized that consumer behavior is continually evolving, particularly in India, which is primarily a digital-first country. "Everything moves swiftly, from the type of content consumed to user preferences," she remarked. "As marketers, we must adapt to these changes by staying updated on the latest trends and adjusting our strategies accordingly."

She pointed out that while longer video formats used to be the focus, shorter content  are gaining popularity now, depending on the platform and audience preferences. This adaptability to evolving trends is crucial for effective consumer engagement strategies.
Moreover, she says, media is continually evolving, and data plays a crucial role in this evolution. “Data-driven approaches allow us to target the right audience with the right content at the right time. We constantly analyze data and leverage analytics to refine our marketing and media strategies for optimal results,” she concludes.

Watch the full interaction here