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Tag: Chandrika Jain

  • Lenovo sets up camp to call out campers in clever gaming crackdown

    Lenovo sets up camp to call out campers in clever gaming crackdown

    MUMBAI: Gamers hiding in corners just got cornered by a laptop upgrade. In a cheeky ambush inside one of India’s most popular shooter games, Lenovo India, with Intel and Leo Burnett, has launched Gamers on Duty, a guerrilla-style campaign that calls out “campers” mid-battle and offers them a shot at redemption: a discount on Lenovo Legion laptops.

    For the uninitiated, “camping” in gaming lingo is the much-despised strategy of hiding in one spot and picking off opponents from cover, much to the annoyance of serious players. But Gamers on Duty flips the script recognising that many Indian gamers aren’t camping by choice, but by compulsion. Outdated hand-me-down laptops, dad’s office machine, or just old tech struggling to keep up with today’s graphic-heavy games are pushing players into passive play.

    So Lenovo and Intel assembled a squad of undercover operatives 12 of India’s top gaming influencers, wielding a cumulative reach of 20 million. These “agents” infiltrated live games, hunted down campers using an in-game feature that allows a brief 15-second chat when a player is caught and used that vulnerable moment to serve up an unexpected offer: ditch the lag, grab a Lenovo Legion.

    By turning a niche in-game mechanic into a pop-up sales pitch, the campaign reached players right when their frustration peaked slow machines, melting keyboards, and sluggish gameplay. The result? A deluge of hilarious, shareable content and a savvy new way to turn gameplay into advertising without feeling like advertising.

    “At Lenovo, we believe gamers deserve to experience every moment of their gameplay at its absolute best. With this campaign, we wanted to connect with them not just through screens, but in the heat of action at the very moment when outdated devices hold them back. Lenovo Legion is engineered to deliver uncompromised performance, so gamers can play fearlessly and experience their full potential. By meeting players exactly where they feel the need for better performance, we’re not just showcasing our technology – we’re empowering them to level up, quite literally.” said Lenovo India CMO, Chandrika Jain.

    Publicis Groupe CCO for South Asia and Leo chairman for South Asia Rajdeepak Das added “This is a great example of how data and tech come together to create a hyper-personalized campaign targeting campers who have been at the receiving end of hate from the entire gaming community. Our idea was to reach out to gamers while they were hiding because of slow laptops and put the brand’s message and offers in the right place, at the right time, and to the right audience.”

    In short, Gamers on Duty proves that when it comes to clever marketing, it pays to play dirty, especially if you’re cleaning up the camping mess along the way.
     

  • Riot Games announces India Closed Qualifiers for ‘Convergence’

    Riot Games announces India Closed Qualifiers for ‘Convergence’

    Mumbai: ‘Convergence’ by Riot Games in partnership with The Esports Club, is all set to showcase India’s esports prowess as the company today announced its plans to host an India Closed Qualifiers into the upcoming tournament. Joining forces with Lenovo as the Title Sponsor for its first ever international VALORANT esports tournament in India, Riot Games is committed to promoting local teams in the tournament scheduled between 14 to 17 December, 2023 at the Manpho Convention Center in Bangalore.

    The India Closed Qualifiers will witness Indian VALORANT teams earn a chance to compete with some of the best professional VALORANT teams from Riot’s International Leagues from across the Pacific, EMEA and Americas. Scheduled to begin on 30 November, the closed qualifiers will invite the top six professional VALORANT teams from India to battle it out and secure a spot in the main tournament. The six teams will follow a Double Elimination format to select the home team that will join the Convergence main event. The upper bracket and lower bracket finals, as well as a grand finale of the qualifiers will be streamed on The Esports Club’s YouTube Channel, starting from 29 November. All teams have secured their invitation to the qualifiers based on their performance in the Indian domestic season in 2023.

    Riot Games esports lead India & South Asia Sukamal Pegu said, “We are super excited to announce that the India Closed Qualifiers gives top local teams a great platform to showcase skills and play against some of the best professional VALORANT teams in the world. The goal behind Convergence is to grow esports talent in India and the qualifiers are a testament to the hyperlocal opportunities we are creating for our VALORANT community in the region.”

    “Lenovo India has been championing esports as a dedicated way to reach out to gaming audiences, and with VALORANT being a popular title that’s well enjoyed across India we have been engaging with the title during various online and offline events. With our portfolio of great gaming products on Legion and LOQ, we feel it’s a great way for Lenovo to be seen and experienced by relevant younger TG who we believe will be glad that we are able to bring a great esports event to India” said Lenovo India director – marketing Chandrika Jain.

    The main Convergence event starting from 14 December will be broadcast live in English on Riot’s Pacific Channels and in Hindi on Riot’s South Asia channels. The Esports Club will also carry the broadcasts on their channels.

    Bolstering the gaming culture in India, Riot Games has been actively involved in fostering community engagement and enhancing the player experience with multiple initiatives over the past year. Recently, Riot Games celebrated the one-year anniversary of VALORANT’s first ever Indian agent Harbor by conducting a beach clean-up with the Indian gaming community, and also commemorated the third anniversary of VALORANT in India with BHARAT VALORANT celebrations.

    The gaming community can witness the live action of the upcoming Convergence tournament through free and paid ticket options. Stay tuned for further details on ticketing set to be revealed in the coming weeks. 

  • Lenovo India’s new consumer brand campaign unlocks the power of tech

    Lenovo India’s new consumer brand campaign unlocks the power of tech

    Mumbai: Lenovo, the global technology powerhouse, has launched an all-new brand commercial as part of its recently released campaign with the primary objective of enhancing its preference among potential customers. The campaign showcases Lenovo’s range of products highlighting its key features.

    The campaign aims to integrate all of Lenovo’s consumer portfolios under its master brand – Legion, Yoga, and IdeaPad and establish Lenovo as a frontrunner in the realm of innovative technology in consumer minds. The campaign slogan “You’ll wish everything was a Lenovo” highlights Lenovo’s cutting-edge features like Smart Login with Infrared Camera, Military Grade Durability, and High-Performance Cooling with Lenovo Coldfront Technology.

    Lenovo India marketing director Chandrika Jain commented, “Our Masterbrand campaign signifies Lenovo’s commitment to Smarter tech to all. The underlying message is simple– once you have experienced Lenovo’s technology, there’s no going back. We aspire to be the go-to choice for consumers seeking top-notch features in their products”

    The campaign targets a wider audience, particularly Gen Z and millennials, to position Lenovo as a benchmark for exceptional performance and innovation in the mainstream tech category.

    “When it comes to really good tech, there’s nothing that beats Lenovo. So much so that once you’ve experienced Lenovo, there’s really no going back. And we used this truth to craft a fun, contemporary campaign around the rallying cry – You’ll wish everything was a Lenovo.” stated, Leo Burnett GECD Mayuresh Dubhashi.

    The campaign builds Lenovo’s consumer brand with a direct approach to gain preference and augment its premium market share.

    Customers can also avail an unbeatable opportunity to purchase a new Lenovo product or upgrade their existing one at a remarkable value with Lenovo’s Festive Offers. There are consumer-friendly EMI schemes, ten per cent cashback in partnership with select banks, and exchange benefits of up to Rs. 10,000. Also, for just Rs. 2,999, customers can secure a three-year onsite warranty, three years of premium care, and three years of Accidental Damage Protection.

    With this campaign and offers Lenovo will be able to build stronger recall among millennials and Gen Z audiences.

    Catch the latest ad films here:

    Lenovo Legion | Play it cool

    Lenovo Tab P12 | Juggle 4 tasks at once

    Lenovo Yoga | Unlocks in a jiffy

  • Lenovo India launches new campaign for Cricket World Cup 2023

    Lenovo India launches new campaign for Cricket World Cup 2023

    Mumbai: Lenovo, the global technology powerhouse has announced the launch of a new brand campaign featuring Lenovo’s range of products. As the anticipation for the ICC Men’s Cricket World Cup 2023 reaches soaring heights in India, Lenovo’s campaign leverages the unwavering passion of Indian cricket fans, gaming enthusiasts, young professionals, and students through ads set within the world cup context.

    Lenovo ranks as the number one trusted brand in India in the category of tablets, in TRA’s 2023 Brand Trust Report. Lenovo also holds a dominant second position in terms of market share* in the consumer laptop category. As such, the campaign aims to integrate all of Lenovo’s consumer portfolios – Legion, Yoga, IdeaPad and establish Lenovo as a leading and innovative technology brand in consumer minds. The campaign slogan “You’ll wish everything was a Lenovo” highlights Lenovo’s cutting-edge technology and how it enables people looking for great specs, high performance, durability and security. The campaign is designed to establish Lenovo’s strong position in the market by leveraging its growing market share and reinforcing its presence in the premium segment.

    The campaign is based on the idea that once you experience great technology, you start expecting it everywhere. This campaign highlights Lenovo’s advanced technology, which is deeply ingrained in users’ minds, so they look for it in everything, including features like smart login with infrared camera, multitasking with four adjustable screens, and high-performance cooling with Lenovo Coldfront Technology.

    “Our brand campaign showcases Lenovo’s commitment to innovation and technology and highlights its wide range of consumer products and services that are custom-designed for versatile users,” said Lenovo India marketing director Chandrika Jain. “We believe that the World Cup is the perfect platform to connect with millions of Indian consumers who are passionate about cricket and technology. The campaign will position Lenovo’s seamless tech prowess in everything that consumers demand every day”.

  • Lenovo India appoints Chandrika Jain as marketing director

    Lenovo India appoints Chandrika Jain as marketing director

    Mumbai: Tech major Lenovo has appointed Chandrika Jain as marketing director for India, effective 1 March. 

    Jain commands more than 22 years of experience in multiple sectors, and currently manages Lenovo’s Worldwide Marketing Hub in India. 

    In this new role, she will be based in Bengaluru and lead the marketing functions across the consumer, commercial, tablets, and solutions and services portfolios. She will also be responsible for the overall corporate Lenovo brand in India, including areas such as innovation, workplace, and ESG (environment, social, and governance), said the tech company in a statement.

    “Chandrika’s previous experiences in leading large, global teams and delivering innovative, brand-building campaigns with the customer at the centre of it all, will readily accelerate our mission to strengthen Lenovo’s reputation as a trusted global brand,” said Lenovo India managing director Shailendra Katyal. “I am delighted to welcome her in this new role at Lenovo, where she’ll lead the marketing initiatives across businesses and look forward to have her an enriching experience at Lenovo.” 

    Jain has worked with Lenovo in various marketing roles for more than a decade. Previously in her roles at various advertising agencies, she worked for technology clients such as Dell, as well as clients in the consumer sector like Himalaya, Carbon (diamond jewelry), and Unilever.

    She has also worked with PSI for an USAID funded campaign to raise HIV awareness, and at ING bank. 

    “Lenovo is undergoing a fundamental transformation that will take us beyond our currentposition as a global #1 in PCs, and establish the company as a comprehensive leader in technology solutions and services. India is a crucial market in spearheading this transition, and Chandrika is the right person to make the change a reality for the Lenovo brand in India,” commented Lenovo Asia Pacific executive director of marketing Bhaskar Choudhuri. “In her current role she pioneered the first-ever global brand campaign, and she has demonstrated her business and marketing acumen in driving global campaigns for Lenovo’s consumer laptop brands, Yoga and Legion. I have full confidence that her experience will help bring Lenovo innovation to India, and further our vision of ‘Smarter Technology for All.’”