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RAPP India #BendsTheRules of Society in New HP Campaign

Comedian Abish Mathew sets the rules in comedy strewn spot

RAPP India #BendsTheRules of Society in New HP Campaign

Hewlett-Packard (HP) recently launched Bend the Rules, a campaign that celebrates how youth in India are taking the unconventional road to success. The campaign aims to put forward an attitude for the youth to take on and participate in, by giving them examples of people to get inspired from as well as a platform to share their story with the world.

Bend the Rules highlights the power of the Next Generation that forces them to revisit the notion of what's possible. The idea was to show them how a computer that literally bends in half can help them bend even more rules. "India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation," said Lloyd Mathias, Head of Marketing, Printing and Personal Systems, HP India. "Keeping millennials' need in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile."

RAPP brought alive the philosophy of #BendTheRules on Digital with the launch of a video featuring famous stand-up comedian Abish Mathew. The video showcased #BendTheRules from the point of view of the society that loves imposing rules on people and hates people who #BendTheRules to achieve their goal whatsoever. Supported by Hashtag #BendTheRules and an attitude that the youth is gorging upon, the campaign reveres young India in its true spirit.       

"Too often, brands shy away from leveraging the potential of digital and use it just because a large part of their TG is aligned to it. With this campaign, we tried to change that by going digital with something that the millennials would find interesting," said Venkat Mallik, President, RAPP India. "Contrary to the trend, the idea of #BendTheRules was ignited on digital and then flamed further with the TVC. With digital, we communicated the bend the rules promise with a widely sharable video featuring stand-up comedian Abish Mathew. What's interesting to see is how HP has leveraged digital and social platforms to engage with the millennials' and build conversations."

Category: Computers , It, phones, Av and computers

Genre: Comedy