Mumbai, India – Notebook and tablet brand Lenovo has launched a new campaign to further strengthen its brand presence in India by highlighting the different ways its personal electronics are helping consumers, may it be in education, ensuring consumers’ security, and adding to the environment’s sustainability.
Done in collaboration with creative agency The Womb, the campaign ‘We’ve Got Your Back’ features four different ads with a unique direction – literally, the films only show the backs of people in the ads.
The campaign’s team said that through this, Lenovo aims to stand out from the other corporate campaigns in the country. Suyash Khabya, The Womb’s creative head, noted that it is easy to bring out emotions through the face, but in this campaign, they needed to land their idea “through the backs.”
“It was quite a challenge, but I think we’ve done a great job of it. We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that’s why the films appear so authentic,” said Khabya.
Titled, ‘Security’, ‘Make in India’, and ‘Education’, as well as ‘Environment’, each of the ads shows Lenovo’s commitment to consumers and the country such as in building a sustainable future, empowering teachers and students in the remotest of locations, and creating a community workforce that manufactures in the country, as well as the brand’s commitment towards security in processes and devices.
Navin Talreja, The Womb’s founding partner, said, “‘We got your back’ is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment, and its many stakeholders.”
Amit Doshi, Lenovo’s CMO for India, also commented, “The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”