Lenovo launches new campaign to announce it's Smart Learning Solution

Lenovo, the global technology leader, today announced its campaign to announce their new education solution for consumers – Lenovo Aware. The three series short-format TVCs celebrate school friendships, and positions Lenovo Smart Learning Solutions as a ‘school buddy’ while working from home. 

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The COVID-19 pandemic has disrupted the education sector, by enforcing social distancing and implementing online methods of teaching and evaluation. Lenovo conducted a survey on virtual education which revealed the main challenges parents face: 

• Doubts regarding effectiveness of online learning

• Constant monitoring required for kids

• Excess screen time and body posture issues

  The campaign was prompted by the need to provide the right solutions to students and parents in the recent virtual learning set up. With new features like the “Attention Function”, “Break Reminder'', “Posture Reminder” for online education, the software helps consumers take control of their own digital wellness and better track an at-home student’s engagement. The software reminds the user to sit back from the screen, straighten up their posture, take a break from the screen to rest their eyes, with the help of pop up notifications and audio alerts.It comes pre-bundled within Lenovo Vantage on IdeaPad Slim 3i and IdeaPad Slim 5i.

“Students miss meeting their friends at school and therefore the fun and camaraderie that come with it. While a technology device can never truly substitute for a classroom pal, it can be ‘the smart companion’ for an improved learning experience at home. As students get started with the new education session, this campaign attempts to highlight these real-world learning challenges and suggest a possible aid to parents. It is interesting and ironic that we found inspiration in a ‘pre-pandemic physical classroom’ and would like to thank Taproot Dentsu for helping us translate it into reality.” - Amit Doshi - Chief Marketing Officer, Lenovo India 

The campaign is devised and produced by Taproot Dentsu. It is directed by Sizil Srivastava with the production house Bubblewrap Film and Ketaki Guhagarkar Surve is the Executive Producer.

“Lenovo IdeaPad with Smart Learning Solutions makes LFH that much better for students. So, while crafting the campaign we relied on the one thing that makes school such a delight – a friend one can count on. Whether it is saving you out of a tight spot or getting you to be better or putting you at ease – a good friend is never amiss. And the Lenovo IdeaPad fills that gap, while students are still stuck at home, quite admirably.” - Neeraj Kanitkar, ECD, Taproot Dentsu, Mumbai.