Ogilvy & Mather Mumbai launches the Lenovo Ultrabook in a rather unusual fashion
Ranbir Kapoor is the protagonist who is confident of his laptop pulling off some fun stunts. Ranbir is a young photographer sitting in a park, working on his Ultrabook. His dog comes and urges him to play. Ranbir gives in and surprisingly chucks his laptop like a Frisbee some distance away from where he is seated. The dog fetches it which drives home the message that the Lenovo Ultrabook is light and tough.
By contrast, a non-Lenovo user sitting next to Ranbir is unable to throw his laptop when his dog urges him to.
Rajiv Rao, National Creative Director, Ogilvy & Mather India, commented on the campaign, “Lenovo has a terrific performer in its Ultrabook. These are stylish new-age machines, which deserve to get their due when youngsters take a call on choosing their laptop. We believe that our campaign will do exactly that. Ranbir is one of the youngest and most impressive stars in the country and he fits the values that the brand stands for. The campaign will ride strong on functionality and yet instill a ‘flaunt appeal’ with youngsters who will definitely love to be seen with it.”
Kainaz Karmakar, Group Creative Director, Ogivly & Mather Mumbai, talks about the thinking behind the approach, “We have designed the campaign to stay very close to the product and benefits right down to the campaign line, ‘Not every laptop is as light as a Lenovo’. Of course, we had fun carving stories around them. Ranbir plays the character of a doer and not himself.”
Harshad Rajadhyaksha, Group Creative Director, Ogivly & Mather Mumbai, added, “Since Lenovo Ultrabooks had some pretty unexpected things to offer we wanted the tone and manner of the campaign to be unexpected. Ranbir fitted the part of a cool doer who has ultimate belief in himself and his machine. The campaign will start with the dog commercial and the next one will follow soon. We hope to take this idea ahead to our other features and products.”
Credits – National Creative Director: Rajiv Rao. Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha. Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha. Agency Producer: Vikrant Mishra. Business Head: Vikram Menon. Client Services Director: Deepankar Mukherji. Account Manager: Bharath Sankaran. Director: Vivek Kakkad. Producer: Shahazad Bhagwagar. Production House: Curious Films.