Title | HP NOTEBOOK'S KUCH KARNE KA FILM |
Brand | HP NOTEBOOKS |
Product / Service | HP ENVY 14 LAPTOPS |
Category | B01. Consumer Goods |
Entrant | HP INDIA SALES PVT. LTD. Bengaluru, INDIA |
Idea Creation | LOWE LINTAS Gurugram, INDIA |
Name | Company | Position |
---|---|---|
Manzoor Alam | MullenLowe Lintas | Creative Head |
Consumer research showed that PCs/Laptops are preferred over mobiles in the context of deep work. We identified a gap when we dug deeper to understand the work context for Gen-Zs. While they aspire to shape the world with their ideas, they don’t necessarily act upon these ideas. PCs/Laptops being ‘DOING’ devices can bridge this gap. Thus, the core idea was defined as - BRINGING THOUGHTFUL IDEAS TO LIFE Given Gen-Z was our core TG, it was imperative to not use a prescriptive tone. Thus, Divine, a young rapper who embodies the core brand thought of turning your ideas into action rather than merely dreaming about them, was used to deliver this message. The film highlights 3 real-life stories of Gen-Z doers who go beyond the talk and solve for grave issues (like air pollution, carbon footprint, e-waste disposal) by acting on their ideas with innovative, out-of-the-box solutions.
The film uses Divine for the music, a popular Indian rapper with a quintessential rags-to-riches story, to bring alive the brand narrative. Divine was selected not only because of his youth connect but also because he embodies the idea the brand wishes to appropriate - ‘Not about talking but bringing your ideas to life with concrete action’. Using a rapper also allowed to ensure the narrative doesn’t come across as prescriptive. The use cases were also carefully selected keeping two key parameters in mind - should have a strong GenZ connect and score high on relevance in India. - Air Pollution: 9 of the 10 most polluted cities in the world are in India - Carbon footprint: Emissions from India rank third in the global list - E-waste: In 2019, India generated third highest volume of e-waste across the globe