Dell India is continuing with its festive spree for the upcoming Diwali season. This is one tech company that invests into marketing activities well in advance of the great Indian festival.
The theme this time is ‘Share the joy’ wherein the brand wants to be present in its consumers’ lives while they share happiness with their near and dear ones this festive season. Diwali is also the best occasion for brands to build on their vision and what better season than this to increase sales.
The brand has rolled out a television commercial “#ShareTheJoy of celebrations with Dell” conceptualized and executed by Grey Bangalore.
The minute-long ad features bits and pieces of happiness that is spread by giving, by random acts of sharing happiness with others and making joy go viral in real life. Dell, of course, plays a major role in enabling people to share their joy with others.
The film begins with a young man updating his Facebook status ‘Missing home L, on his Dell laptop. Soon his friends come over to visit him and share the joy. A woman is seen buying her aged household help train tickets to his hometown so he can spend Diwali with his family, from her Dell laptop. A couple is making a rangoli in front of their home, when they see that their neighbour’s floors are rangoli-less. They share joy with the old neighbour by making a rangoli for her too. Two young kids invite the street kids in the festive celebrations by live streaming a Dussehra celebration onto a wall nearby so the children can enjoy too.
All these stories of spreading happiness are being shared on Facebook with the hashtag #ShareTheJoy. The voiceover ends with “Baantne se hi khushiyaan badhti hain”.
The social savvy brand is driving conversations around ‘sharing the joy’ ever since the recent Ganesh Chaturthi celebrations. Dell India’s Facebook and Twitter pages are sharing the film, and getting people to join in by asking them to share their Ganesh Chaturthi celebration moments. A few of Dell laptop models also carried festive discounts.
— Dell India (@Dell_IN) September 19, 2015
— Dell India (@Dell_IN) September 22, 2015
Dell looks for occasions. Whether its back-to-school campaigns during school or college reopening season, or festive campaigns during Dusshera, Diwali, etc., Dell India never lets go of any occasion to keep its consumers engaged and sales counters busy. Campaigns are also planned in line with the discounts on its range of PCs, laptops and tablets. It had lucrative offers during HintAGift campaign at Diwali. AchieveWithDell called for stories of achievement using technology.
#ShareTheJoy is one more extension of its festive marketing strategy this season, backed with a relevant TVC and social media push. By showing people sharing their moments and stories of shared joy on Facebook, the new TVC is also encouraging television audiences to get on to Facebook, the most popular social networking tool in India, and participate in the celebrations with Dell using #ShareTheJoy. A smart move by a brand to become a part of the social conversations on Facebook this festive season.