Dell and Grey Group India Promote New Approach to Leaning

Dell India, the world’s fastest growing integrated technology company, kicks off the Back to School season with a brand new TVC. It is conceptualized and crafted in sync with the theme for 2015 – to transform the process of learning with intuitive technology.

Launched on March 27, across leading English and Hindi entertainment and movie channels, and regional language channels, the television commercial is a reiteration of Dell’s belief that a student’s education can be more engaging and interesting by leveraging on the potential of technology.

Learning by rote is a common practice among young students who are faced with the burden of retaining extensive syllabus content. The new Back to School campaign stems from the thought that acquiring knowledge should not be a task, but an activity that a budding young mind looks forward to.

Dell aims to try and evolve the conventional methods of learning with the inclusion of technology in education. Introducing the TVC as a part of the overall campaign message of ‘Learning Meets Doing’, students have access to exciting offers on Dell All in Ones and the Inspiron series - to accompany them on their educational journey.

Conceptualised and executed by Grey Group India, the TVC lays emphasis on how in an Indian household, a child goes about learning his lesson by rote. Watching her son struggling to learn something that he cannot understand, a mother is concerned about her child’s method of learning. However, his learning meets doing when she introduces him to the Dell Inspiron All-in-One device.

Supporting the Back to School TVC, Dell is reaching out to new technology adopters with its Go Rural Program. Dell Exclusive Stores are taken to these cities and towns, in order to bring the Dell technology experience closer to consumers. Dell is also reaching out via the online route.

Ritu Gupta, director, marketing - consumer and small business, Dell India said: “This TVC is an abstraction of the challenges faced by young students in the country, taking to rote learning with the single minded aim of reproducing this learning in their evaluation."

We believe that a holistic and engaging education can result in the creation of a generation of well-rounded, ambitious individuals. Dell takes pride in enabling young children by providing them with the right technology for their educational needs," Gupta said.

"The concept of ‘Learning Meets Doing’ is aimed at reaching out to school going students, and encouraging them to become technology adopters for a fruitful education process. We wish for both, existing and prospective users to understand how technology can fuel creative thinking, and holds the potential to open up a world of knowledge for ambitious minds.”

Malvika Mehra, national creative director and executive vice president, Grey India said: “Given the revolution the internet has brought about in all our lives in the last two decades, it is surprising how painfully archaic some of our teaching/learning methods still are. We see kids carrying school bags bigger than themselves and yes, still learning by rote or ‘ratta' as we call it. It is no fun. With this TVC, we aim to break that behaviour pattern by giving kids the option of a much more dynamic, fun learning experience via the range of DELL PCs.”

Ram Jayaraman, executive creative director, Grey Bangalore said: “There’s a difference between studying and learning, just as there’s a difference between getting marks and getting an education. Learning happens when we understand something, and understanding happens easiest when things are engaging and fun. Technology can spark imagination, making the mundane come alive and simplify what’s complicated. While growing up, we had no choice but to learn by hook, crook or rote - children today luckily have a much better option.”