Mumbai: Lenovo has partnered with Dentsu B2B and Posterscope to deliver the Aura experience to enterprises with the launch of its limited-edition ThinkPad X9 Aura Edition, created in collaboration with Intel. The campaign was designed to engage key decision-makers across India through immersive, high-impact experiences.
Dentsu B2B, dentsu India’s results-driven B2B experience agency, spearheaded the strategy with a core insight: real awareness comes from real experience. Rather than only showcasing the AI-powered PC, the idea was to put it directly in the hands of IT Decision Makers (ITDMs) and Business Decision Makers (BDMs). The campaign unfolded through on-ground activations, personalized outreach, and targeted social promotions, ensuring seamless visibility, engagement, and product familiarity at scale.
To scale with precision, Posterscope, dentsu India’s Out-of-Home (OOH) specialist, mapped audience density across tech parks in key metros. High-footfall tech parks in Delhi, Bengaluru, and Mumbai hosted interactive experience zones featuring live demos, registration-based tracking, and real-time use of features such as Smart Share, Smart Care, and Smart Mode. Additionally, anamorphic creatives were deployed at major Indian airports, blending eye-catching visuals with strategic messaging to maximize intrigue and brand recall.
The three-month campaign delivered strong results:
- More than 1,300 business professionals engaged across three cities in two days.
- At airports, footfall was significant: Delhi T3 (~1.1 million), Mumbai T2 (782.5K), Bengaluru T2 (727.2K), Chennai T1 + T4 (335.4K).
- At Jio World Convention Centre, the anamorphic display generated 352.5K impressions with a unique reach of 124.1K.
Additional DOOH activations delivered 1.58 million impressions, with an average frequency of 2.6.
Abhay Kulkarni, MD, Dentsu B2B said, “With the Aura campaign, we wanted to do more than just talk about innovation – we wanted people to experience it. The anamorphic display showcased the Lenovo ThinkPad’s design and AI capabilities in a truly immersive way, while our experiential zones allowed business audiences to interact with the product’s intelligence, speed, and adaptability firsthand.”
Imtiyaz Vilatra, CEO, Posterscope India added, “This campaign for Lenovo AURA was about merging the physical and digital worlds to let commercial audiences experience innovation for themselves. The experiential zones served as tech playgrounds while the anamorphic content turned traditional media into visual storytelling. It’s a great example of how brand storytelling can go beyond static screens and leave lasting impressions.”
Chandrika Jain, Director – Marketing, Lenovo India said, “With the launch of the ThinkPad X9 Aura Edition, we set out to showcase what Smarter AI for All truly looks like – intelligent, intuitive, and purpose-built for today’s enterprise users. The AURA campaign imagined with Intel, brought to life in collaboration with Dentsu B2B and Posterscope, reflects our commitment to pushing boundaries not just in technology, but in how we connect with our audience. AURA represents a new era of computing – where the experience is limitless, the intelligence is seamless, and everything works together to keep you effortlessly connected.”
