HP NOTEBOOK'S KUCH KARNE KA FILM

TitleHP NOTEBOOK'S KUCH KARNE KA FILM
BrandHP NOTEBOOKS
Product / ServiceHP ENVY 14 LAPTOPS
CategoryB01. Consumer Goods
EntrantHP INDIA SALES PVT. LTD. Bengaluru, INDIA
Idea Creation LOWE LINTAS Gurugram, INDIA

Credits

Name Company Position
Manzoor Alam MullenLowe Lintas Creative Head

Write a short summary of what happens in the film

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.

Cultural / Context information for the jury

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

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