BBDO has launched a campaign for Hewlett-Packard in India that positions its laptop that bends 360 degrees as for a generation that works differently.
A TV ad opens in a coffee shop where a group of old-school business executives talk about the new ways of working, having noticed a young entrepreneur in their midst.
The ad is part of HP’s global ‘Bend the Rules’ that launched last year.
Josy Paul, chairman and CEO of BBDO India said: “Technology is changing the codes that we live by. At home, at college, at play and at work. We are witnessing a collapse of old hierarchy, and the barriers between work and play is vanishing. To an earlier generation these changes appear as out of norm or out of convention and they probably sneer at them. The new HP campaign plays off this tension between the old soch and the new approach.”
Lloyd Mathias, marketing director, APAC and Japan, Hewlett-Packard added: “HP has been running Bend the Rules for the last year. The campaign started with establishing the thought that millennials are challenging conventions and going beyond the expected. In 2014 this evolved to a space which was about following a passion and use the power of technology to fulfil dreams.”
“For the 2015 campaign, HP continues to engage with millennials and leverage how they are changing the world around them using technology. Our objective is to inspire the large Indian population by sharing inspirational stories of people that have bent the rules by changing the way things are approached. The 2015 campaign focuses on millennial attitude of ‘I like your Soch, but I love my Approach,’” he said.
The HP laptop Bend the Rules ad on TV is part of a larger digital campaign with webisodes featuring examples of people who have a ‘unique approach to their soch’.