HP India targets students in new ad campaign, Marketing & Advertising News, ET BrandEquity

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Yashaswini Dayama in one of the HP India ads

HP India has launched its latest range of HP Pavilion laptops with a multi-movie campaign. Conceptualized by Lowe Lintas Delhi, the campaign aims to appeal to the segment of young people returning to their schools and colleges after the pandemic.

The multi-film campaign features social media celebrities, Yashaswini Dayama and Ahsaas Channa, chosen for their appeal to the young target audience.

Against the typical college backdrop, all three films highlight a unique feature that becomes the hero of the moment – whether it’s HP’s quick drop feature that saves Channa from the director, the enhanced video call feature that helps make the photo shoot or her screen perfect and eye-safe.

Prashant Jain, Chief Marketing Officer, HP India, said, “Today, GenZs are digital natives and technology is part of everything they do. To enable their use cases of creation, education, and long hours of entertainment, HP has always been at the forefront of bringing superior, cutting-edge technology to these young PC users. . This campaign presents the same through the lens of two quirky and fun-loving GenZs, Alisha and Garima, whom we hope our audience will love, just as much as we grew up to.”

Vasudha Misra, Regional Creative Manager, Lowe Lintas, said: “Some films, through their script, casting and direction are almost like little trailers for a feature film that we can imagine in our heads. This campaign falls into this category. “I’m not only seeing the features of HP Pavilion come to life, but also this quirky and fun relationship between these two girls. Congratulations to Siddhant (Mago) and his team. For my part, I really love this campaign.”

Watch the ads here:

The campaign comprises two digital commercials where the first is focused on the eastern region market targeting the Bengali audience and the second presents a narrative for the pan-Indian market. The campaign focuses on how the app will ease the problem of low access to genuine medicines across India…

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