Dell India has announced its latest “Back to School” campaign ahead of the new academic year, highlighting the importance of PCs in facilitating high-quality learning experiences. The campaign reinforces the notion that “doing is the new learning,” emphasizing the shift in how today’s students approach education. The initiative is part of Dell’s #PC4Education program and celebrates students’ learning ethos, showcasing their successes, failures, and impacts on society.
VMLY&R conceptualized and developed the campaign, which features two brand films titled “Dance Moves” and “Cricket Gloves.” The films showcase the stories of two children who use their Dell Inspiron 2-in-1 laptop to make a meaningful impact on society. The first film shows a student using her PC to mix music and create a playlist, which she plays in an elderly care facility to encourage seniors to dance and spread joy. The second film features a compassionate boy who sews his old cricket gloves and donates them to a young child in a children’s home so that he can pursue his passion.
The campaign and the videos will go live on April 1, 2023, across Dell’s social media channels and OLV and OTT platforms like YouTube in four languages. The campaign will also include an omnichannel approach across print, digital, affiliate channels, retail, radio, and on-ground initiatives. Dell is collaborating with 88 schools in seven cities, Radio Mirchi, and the Smile Foundation to drive a series called “Doing Good,” which will share the stories of students making a difference in areas such as helping senior citizens, underprivileged, climate change, waste reduction, and recycling.
Announcing the campaign, Mayuri Saikia, Director of Marketing (Consumer), Dell Technologies, India, said, “The most intriguing insight that inspired us to develop this campaign is that students today are more fearless and eager in their pursuit of knowledge, seeking information from a variety of sources and utilising new tools and technologies to enhance their learning experiences. More importantly, they strive to leave their mark on society by effectively utilising their skills. We want to celebrate this in our latest campaign and provide students with the chance to live out our mission of using technology to drive human progress.”
“Today, kids are learning in all new ways. While they have enough material to read and view, they are learning through action. They are not just thinking about what’s good for them but also what’s good for the environment, the community and the world at large. They are conscious about bringing about a positive change and a Dell Laptop helps them in accomplishing this.” added, Mukund Olety, CCO, VMLY&R