Mumbai, India — Dell India’s program, Dell Futurist, is set for youthful and ambitious thinkers who want to create a future where their passion transforms into their careers by enabling technology. The program has focused on different verticals like visual arts, music, and gaming, as they choose sustainability and art as the theme of the latest segment.

Dell Futurist invited students to present their idea of sustainability with a project or art and raise awareness in their own unique way. Partnering with thousands of colleges and universities across India, the competition encouraged students to think about sustainability and highlight the stark reality of many ecological problems in India. The winners were mentored by the best in the industry to help them build their case for their future.

Simultaneously, the digital-first creative agency of VMLY&R, The Glitch, conceptualized and executed the competition. The agency collaborated with eco-consultant Anirudh Sharma of Graviky Labs and Kunel Gaur managed by Art&Found to create a personalised masterclass educating students, providing mentorship, and allowing them to build sustainable project ideas and art.

Commenting on the program, Mayuri Saikia, director for India consumer marketing at Dell Technologies, said, “Reaching the young, creative, aspiring minds who are inspired is crucial for us as a brand as our products are clear enablers in this journey and celebrate their process. Dell Futurist is for youthful and enthusiastic ones who desire to pursue their passions as their careers.

Saikia added, “Dell’s flagship digital program intends to connect the passion areas for youth, and their future aspirations in terms of their professions and technology. We not only help them nurture their skills and get access to subject matter experts but also the leaders that inspire them!”

Five winners were selected from across the country who participated to co-create the final, 35-foot installation in Delhi, a city with one of the worst air quality indexes in the world. Drawn with ink made from filtering carbon and other pollutants from the air, it is one of the biggest eco-friendly murals in the country. Despite the third wave of COVID which brought a lot of movement restrictions, the team took the right advantage of technology by conducting AMA sessions with the students to plan and design the mural virtually and ultimately paint it in Delhi.

Also on the program, said Varun Anchan, associate vice president for Flux@The Glitch, commented, “We didn’t want to create a token campaign that hypes the problem of pollution. For us, it was important to build sustainability into the mindsets of students and show them that they can make an impact on the world. The campaign was about giving them a canvas that combined sustainability, creativity, and technology.”

Simultaneously, Rahul Dcruz, associate creative director for Flux@The Glitch, added, “Dell Futurist Sustainability+Art has been built over a span of 4 months, with partners from across the country and 4000 colleges and universities, to create India’s most sustainable mural in the world’s most polluted city. For us, the success of the campaign isn’t just the mural but the fact that it was co-created with students who will take the baton forward of sustainability and art.”

Mumbai, India— Computer and technology company Dell Technologies has unveiled its latest campaign that centres around the reimagining of the PC as a gateway to transformative education with a TVC entitled ‘Yeh Hai Padhai 2.0’. The promotion was done in collaboration with brand and customer experience agency VMLY&R.

Dell Technologies further advocated the importance of PC in education as a gateway to learning and transforming education in a fast-changing digital world. In a country where PC adoption stands at 11 per cent, this campaign is an engaging effort to underline the importance of PC as an enabler for the future of learning, especially with schools and colleges adopting hybrid learning at scale.

The campaign is an entry into the larger umbrella of Dell’s annual #BackToSchool and #BackToCollege campaigns. The campaign is set against the backdrop of a modern classroom, which showcases new ways of learning for students and teachers delivering impactful teaching in a fun manner. It emphasizes how students are making the most of their laptops to immerse themselves in the world of experiential learning as well as honing their talent for extracurricular activities. The TVC also showcases how Dell’s Inspiron 2-in-1 PCs play an integral role in actioning an idea that inspires students to innovate, collaborate and achieve their dreams.

Mukund Olety, chief creative officer of VMLY&R India, said, “In this all-kids campaign, we have portrayed how learning is changing and how our kids are learning all-new things in all-new ways. With schools moving to hybrid models, new platforms of learning popping up, and with subjects themselves ever-evolving, our kids have had to adapt fast. And they have in ways we could have never imagined. Dell Technologies with its new range of PCs are made for this new way of learning.”

Meanwhile, Mayuri Saikia, director of consumer marketing of Dell Technologies India, commented that the education and learning sector has witnessed a major shift in the past two years, the PC especially has been indispensable in delivering it across all sections and ages.

“Right from music to extracurricular activities and developing new hobbies, the PC has been at the centre of schooling and training. The campaign focuses on the maturing and dynamic nature of learning. Immersive blended learning is the future and Dell Technologies is committed to leveraging its technology leadership for addressing the evolving needs of the education sector and the students,” Saikia said.

The campaign kicks off with a brand film followed by a 360-degree amplification, across television, radio, digital and social media with prime associations and high-impact creatives. The second phase of the campaign features prominent personalities namely Harsha Bhogle, Tisca Chopra, Mandira Bedi, and Amrita Raichand, who advocates how the PC is augmenting experiential learning, which helps students understand concepts better and retain information. The second and third phases will extend to social media, YouTube shorts, on-ground activations, retail and online promotions. The brand film will be broadcast across India in 5 languages including Hinglish, Tamil, Telegu, Marathi, and English, and showcased on OTT platforms like Sony Liv, Voot, MX Player, and Zee5.

As part of the campaign, Dell will be offering additional warranty, headsets, and discounts exclusively to students at their website, Dell exclusive stores, multi-brand outlets, and large format retail.