The reigning trend to appeal to the youth today is catching up in all industry sectors. Be it banks, food & beverages, technology and others, every brand is making an effort to lure the young of India. Based on the belief that the youth today are more determined to give wings to their passion, rather than chase material gains, technology major, Dell India is out with its TVC that celebrates the youth of today, their “Can do” attitude and the determination to achieve their dreams. Titled as the ‘Dell achievement anthem – #icandokuchbhi’, it portrays youth being empowered by technology.
Technology, particularly Dell Inspiron, has been shown as an aid in achieving their dreams. The brand is leveraging this new message through a range of activities on digital and social media. Celebrating the passion for personal achievement, Dell India had created a dedicated site ‘Achieve with Dell’ last month that invited people to share their stories of passion enabled through technology.
Extending this further onto social media, a new Twitter contest has been launched today with the hashtag #icandokuchbhi. One needs to follow the Dell India Twitter handle to participate. Tweet about the passion that makes them say #icandokuchbhi using the aid of technology and stand a chance to win a Dell Inspiron laptop. The three-day contest will also choose 10 people with the most interesting tweets who would win a Dell branded t-shirt with their tweet printed on them!
The Facebook page with more than 5.4 million fans has been sharing the new brand message of ‘Can do anything’, with updates and the new TVC along with information about the Twitter contest.
The engagement drive on social media seems to be a little by little approach to bring home the message amongst the youth. #Icandokuchbhi might catch up better with an integrated approach that connects to the youth at all possible touch points, and I’m sure this is in the cards. Nonetheless, the promotions beginning with the user-generated stories on the website and this Twitter contest seem to be neatly weaved into the overall brand message.