New Delhi: HP India has released the #KarKeDekh anthem as a part of its Back To Campus (BTC) campaign to encourage college freshers in India to reinvent themselves as they move to a new world of challenges, opportunities and possibilities. The anthem is composed by Sagar Desai, widely acclaimed for his work in movies like Bheja Fry, A Death in the Gunj, and Ankhon Dekhi.
To stimulate conversation on the #KarKeDekh anthem and the BTC campaign, HP has collaborated with YouTube Star and RJ, Sahil Khattar to engage with the target audience. A popular name in the digital space, Khattar interacted with students of IIT- Bombay to understand their passion and stories. The BTC campaign aims to help students succeed through their college life, with HP notebooks as an efficient and productive technology companion.
Speaking about the campaign, Neelima Burra, Country Marketing Director, HP Inc. India, said, “India’s vast youth population is its core strength, for making both technological and economic strides on the global turf. The message of #karKeDekh is simple yet powerful for the ambitious and spirited millennials in India. Like the elements, which the HP Pavilion X360 PC stands for, we want these youngsters to follow their passion and explore the endless possibilities available to them at the peak of their lives.”
Going forward the brand has planned a series of events to accelerate the reach and impact of the campaign and the #KarKeDekh anthem. There will be ‘War of the DJs’, wherein 10 Musicians and DJs from across India will be asked to compose their version of the anthem in a language of their choice. The entries will be posted on the company’s channels and the ones with most likes and shares on social media platforms will take home HP merchandise. To further amplify the reach of the campaign a 5-city TEDx Tour is in the offing, during which influencers from different walks of life will speak on the importance of having a #KarKeDekh attitude to achieve one’s dream and ambitions.
The Back To Campus (BTC) campaign and the #KarKeDeKh anthem aims to prepare the youth to accomplish their goals and ambitions. The reason HP has launched the campaign now is to tap into the college season, when an array of freshers will begin their journey into a new world. Today, laptops and PCs are an integral part of academics, and play a huge role in enabling students to take the step towards achieving their passion.
Besides motivation, HP also plans to empower the young ones to unleash the storyteller within. The #KarKeDekh Contest is designed to make them popular as a creator and an influencer. Entries will be accepted in the form of the pathbreaking work they’ve done, or their #KarkeDekhstories, which showcase how they followed their passions, or simply a display of their talent. Technology is an integral part of youngsters’ life and HP is harnessing the connection to spread the importance of developing a ‘KarKeDekh’ attitude for success in the future.
