Mumbai: HP Inc. India has launched its ‘Print Befikar’ TVC-led campaign, introducing the home segment to its new range of ink tank printers. Primarily targeted at parents of school-going children between the ages of 4 to 14, it is positioned as a solution to affordably meet printing needs of parents of school going kids for projects and home paperwork.
Created and shot by BBDO, the TVC was conceptualized basis HP’s research in printer uses highlighting that higher recurring cost remains the biggest barrier in buying a printer. HP found that parents print out their children’s assignments in the office free-of-charge, as they are dissuaded by the recurring cost of home printing, perceived inconvenience. While they secretively use the office printer for printing, they also feel ashamed of others noticing their frugalness. The TVC’s protagonist, behaving as a ‘Chhupa Rustom’ (a Hindi phrase for someone who acts deceitfully) is repeatedly caught by office staff and colleagues who remind him that he is saving only 10 paise per print.
Commenting on the campaign, Neelima Burra, Country Marketing Director, HP Inc. India said, “HP is committed in understanding customers’ needs and requirements to introduce technology that fulfills their needs. Printing is extremely critical for parents of young children to address their homework and learning needs. With our campaign “Print Befikar”, we want to debunk the perception surrounding home printing and highlight how HP brings ease and affordability to printing.”
As encapsulated by the ‘Print Befikar’ tagline, the HP Ink printer is a perfect fit for households. Not only does it offer a highly economical 10 paise print-per-page, but also easy, high-volume printing, colour-rich prints and mobile/computer compatibility. These features make it ideal not only for homework and coursework-related projects, but also as an enabler of edutainment for the whole family. The ad campaign also subtly positions its printers as a solution to the social stigma of not being able to afford a print-out.
The TVC-led campaign will be brought alive across TV, social media, digital media, and experiential activations at point of sale, dedicated Print Hubs at apartment complexes, and Print Stations at Corporate parks, to drive purchase considerations.
The ‘Chhupa Rustom’ TVC continues as HP India’s ongoing printer campaign for millennials, young working professionals, and parents of school-going children. As early as 2012[1], HP India had leveraged the insight[2] that children tend to take on school projects at the last-minute for its ad campaigns, demonstrating its printers’ ease of use and status as a household necessity.
HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at http://www.hp.com.
