Lowe Lintas' campaign for HP targets students
One of the leading brands in the laptops category, HP India, has recently launched its latest range of HP Pavilion laptops with a multi-film campaign. Conceptualised by Lowe Lintas Delhi, the campaign aims to appeal to the younger segment who are returning to their schools and colleges post the pandemic.
The range of laptops under HP's Pavilion is impressive and is popularly known as an all-rounder for anyone who wants to use them in their everyday life. Launching the all-new HP Pavilion laptops with 12th Gen Intel core processors & Alexa built-in, the brand campaign introduces some category-first features such as EyeSafe Certified Display, HP's QuickDrop, and Enhanced Video Calling, catering to the evolving demands of their next-gen customers.
Talking about the campaign, Prashant Jain, CMO, HP India said: "GenZ today, are digital natives and technology is a part of everything that they do. To enable their use cases of creation, academics and long hours of entertainment, HP has always been at the forefront of bringing superior and cutting-edge technology to these young PC users. This campaign presents the same through the lens of two quirky and fun GenZ, Alisha and Garima, whom we hope our audience will love, just as much as we have grown to."
The multi-film campaign features popular social media celebrities, Yashaswini Dayama and Ahsaas Channa, chosen for their appeal with the young target audience. Set in the typical backdrop of a college, the three films highlight one unique feature each that becomes the hero of the moment – be it HP's quick-drop feature that saves Ahsaas from the warden, the enhanced video calling feature that helps her do the photoshoot or its perfect, eye-safe certified display.
Commenting on the campaign, Vasudha Misra, Regional Creative Officer, Lowe Lintas said: "Some films, through their scripting, casting and direction almost feel like small trailers of a feature film that we can imagine in our heads. This campaign falls into that category. Where we don’t just see the features of HP Pavilion come alive, but also this quirky, funny relationship between these two girls. Kudos to Siddhant (Mago) and his team. I for one, really love this campaign."
Agency: Lowe Lintas
Creative: Prateek Bhardwaj, Vasudha Misra, Sidhant Mago, Chakori Prasad, Kuhu Nagpal, Nagma Dhingra, Suhrid Sethumadhavan
Account Management: Tanul Bhartiya, Pratik Adhikari, Prasoon Saxena
Account Planning: Madhavi Guha, Chandana Raizada
Production House: We Are Utopians (Director: Kunal Pardeshi)