INDIA — Dell India, the world’s fastest growing integrated technology company, kicks off the Back to School season with a brand new TVC. It is conceptualized and crafted in sync with the theme for 2015 – to transform the process of learning with intuitive technology. Launched on March 27, across leading English and Hindi entertainment and movie channels, and regional language channels, the television commercial is a reiteration of Dell’s belief that a student’s education can be more engaging and interesting by leveraging on the potential of technology.
“Dell takes pride in enabling young children by providing them with the right technology for their educational needs. The concept of ‘Learning meets Doing’ is aimed at reaching out to school going students, and encouraging them to become technology adopters for a fruitful education process,” said Ritu Gupta, Director, Marketing – Consumer & Small Business, Dell India.
Learning by rote is a common practice among young students who are faced with the burden of retaining extensive syllabus content. The new Back to School campaign stems from the thought that acquiring knowledge should not be a task, but an activity that a budding young mind looks forward to.
Conceptualized and executed by GREY group India, the TVC lays emphasis on how in an Indian household, a child goes about learning his lesson by rote. Watching her son struggling to learn something that he cannot understand, a mother is concerned about her child’s method of learning. However, his learning meets doing when she introduces him to the Dell Inspiron All-in-One device.
“We see kids carrying school bags bigger than themselves and yes, still learning by rote or ‘ratta’ as we call it. It is no fun. With this TVC, we aim to break that behaviour pattern by giving kids the option of a much more dynamic, fun learning experience via the range of DELL PCs,” said Malvika Mehra, National Creative Director & Executive Vice President, Grey India.
Supporting the Back to School TVC, Dell is reaching out to new technology adopters with its Go Rural Program. Dell Exclusive Stores are taken to these cities and towns, in order to bring the Dell technology experience closer to consumers. Dell is also reaching out via the online route.
