Lenovo: #GiftThemDreams (Ad 2018)

~ Kolla Krishna Madhavi

Let your child reach the stars! 
#GiftThemCuriosity! #GiftThemDreams!

Focused on their core value that #DifferentIsBetter, Lenovo India Yoga 720's digital story starts off showcasing a normal household in a small town where a young boy and girl are preparing for their exams. A visitor starts off with a typical Indian question: "Santo, kya banna chahte, doctor ya engineer?" The girl replies, "Ji, astronaut".

This is responded by a patronising statement, "In our town, if you reach Delhi, you are considered successful. If you reach London or America, you become a role-model. First, reach Delhi, then you can think of sitting on a rocket and reaching the moon".

Lenovo India
Source: YouTube

Seeing his daughter's interest, the father slowly begins to relate to her aspirations. The mother, however, is more concerned that Santo is just being childish and will not top the final exams. The father responds that her childish behavior could actually be a precursor to her dreams and if they stifle Santo's dream, wouldn't they be failing as parents.

Lenovo India
Source: https://aksharit.org/

Over a period, the mother observes her daughter's passion towards astronomy and gets gradually transformed. Her parents end up buying her a laptop so she can learn more. 

The mother says, "You have to become Rewari's dream". The father points to the laptop and says, "Is rocket pe bait ke vud ja, Mars ko".

The mother warmly hugs her daughter and says, "Meri astronaut". 

                                                                                             Let your child reach the stars #GiftThemDreams
                                                                                                                       Source: YouTube

Conceptualised by Ogilvy & Mather, Bengaluru, this sensitive web film starts off with an illustration of a typical Indian household where the focus is on short-term achievements. Santo's performance in exams becomes the hurdle in the pursuit of her ambition to become an astronaut. Santo is slowly able to change her parents' mindset and ultimately gains their support in her quest.

The short story leaves one with a strong message that parents should be enablers and not a hindrance in their child's "voyage of discovery"!

Images Courtesy: Lenovo India, Ogilvy & Mather, Google Images, and other online resources.
Video Courtesy: Lenovo India, Ogilvy & Mather, YouTube & other online resources.

Resources:
https://youtu.be/ODWrTVSFcGs
https://aksharit.org/2018/03/13/watch-lenovo-indias-giftthemdreams/
https://www.adgully.com/lenovo-s-soon-going-to-launch-new-web-film-giftthemdreams-76638.html
https://www.marketingmind.in/best-indian-ads-month-march-2018/

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