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Tag: Mayuri Saikia

  • Dell Technologies revives nostalgia and joy through AI

    Dell Technologies revives nostalgia and joy through AI

    Mumbai: Dell Technologies has launched its latest festive campaign titled “Sweets,” positioning the PC as an indispensable tool for users. This reinforces Dell’s commitment to driving meaningful innovation and empowering customers through products equipped with cutting-edge technologies. By highlighting the integration of AI, the campaign aims to bring joy this festive season and demonstrate how technology can create opportunities in today’s fast-paced digital world.

    The campaign film, tells the story of a young man visiting a sweet shop, craving a traditional Indian dessert, kheer. Upon arriving, he learns that the recipe for this beloved treat has been forgotten. Despite suggestions among other patrons, no one can recall the exact ingredients. Determined to rediscover the lost recipe, the young man turns to Dell’s AI-powered Inspiron 14 Plus. Using AI-driven insights, he recreates the recipe, piecing it together bit by bit, with a little help from his grandmother. In a heartfelt conclusion, he shares the rediscovered delicacy with his newfound companions, making the festival more memorable.

    Announcing the campaign, Dell Technologies, India, director of marketing, consumer and small business Mayuri Saikia said, “The festive season in India brings a sense of cheer and excitement, often filled with nostalgia. Technology has the unique ability to connect people, making these moments even more special. Our latest campaign celebrates this spirit and highlights how AI has evolved into a vital part of our everyday lives, helping users discover new possibilities. With Dell’s commitment to empowering people with the right technology and innovative products, we are enabling our customers to stay ahead and achieve desired outcomes.”

    Conceptualized and developed by VML, the campaign adopts an omni-channel strategy, launching interactive videos on Dell’s social media platforms today. It will be amplified in multiple languages including Hinglish, Tamil, Telugu, Bengali and Marathi and will be promoted across a variety of platforms, including YouTube, Facebook, and Instagram. The campaign will also be promoted on Amazon, Spotify, and via media partners to maximize visibility and engagement. Dell is also collaborating with popular content creators and influencers to showcase the devices and highlight their use cases. Additionally, retail amplification and on-ground activations will take place in 35 cities and 60 locations nationwide.

    Commenting on the campaign, Rohan Kumar from VML said, “Festivals today are filled with individuality and personality. Trends show that every celebration has its own unique touch. Food, being an integral part of any festival, brings its own distinct flavours to each occasion. This year, we wanted to highlight Dell’s range of AI-powered PCs, which can help people reconnect with their roots and make this festive season truly special.”

  • Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

    Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

    MUMBAI: To mark World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt Ltd and launched a social experiment ‘#CloseOpenDefecation’ at Sector 29—Gurugram, Haryana.

    A makeshift public toilet was constructed, the inside of which was a site – perhaps common to 250 million people in rural India – a railway track that’s used as an open defecating area. Children and women holding placards delivered the hard facts and adverse effects of open defecation. Following the experiment several people pledged to #CloseOpenDefecation by signing up on the We Are Water foundation portal. With each sign up/pledge, the foundation contributed to the construction of more toilets.

    Dentsu Impact chief creative officer Soumitra Karnik said, “As advertisers, we must create communication which can assist the society we live in, in bringing about a positive change. As communication experts we can and should create content that delivers solutions that can impact a change in our society.”

    Roca India marketing head and We are Water Foundation India management trustee Mayuri Saikia said, “The problem of open defecation has always been prevalent in the country and still 250 million rural Indians continue to defecate in the open exposing them to various disease and mishaps. Through We Are Water Foundation we have been promoting healthy living, better hygiene and improved sanitation in the country and have done some truly impactful work over the years. When the idea was presented to us, we saw immense potential in it. So far, we have received a heart-warming response for the campaign as more and more are joining the cause with the foundation. As corporates and individuals, we need to realise that beyond government initiatives, we have so much power to drive the desired behavioral change towards usage of toilets and work towards the common goal to #CloseOpenDefecation.”

    Prior to the social experiment, a film featuring the plight of rural India was launched on social media platforms along with teasers. This was followed up by the Social Experiment film and the option to pledge and tweet was extended to the online urban audience.

    As revealed by Dentsu, ever since the movement, #CloseOpenDefecation has grabbed many eyeballs. It even trended at the no. 2 spot on Twitter for a day and has garnered 428k views so far.

  • Parryware partners ‘Halkaa’ to take on the challenge of open defecation

    Parryware partners ‘Halkaa’ to take on the challenge of open defecation

    MUMBAI: Indian bathroom brand Parryware has joined hands with Nila Madhab Panda for his upcoming movie Halkaa.

    The film that has traveled to over 15 international film festivals across the globe, essays the story of a slum child's dream to free himself from open defecation and have a toilet of his own. It’s a story of his heroism and aspirations.

    The film also reflects the same and highlights the need to curb open defecation in India. This unique partnership extends to cinemas, retail outlets and digital space; and is another of brand’s cross industry associations. This partnership also launches the second edition of Parryware's loo break campaign in cinemas.

    Post receiving a great response for the first season of ‘Parryware Loo Break’ campaign, India’s contemporary bathroom solutions brand has rolled out the second phase of its national level campaign in association with the Halkaa starring Tathastu, Ranvir Shorey and Paoli Dam.

    https://www.facebook.com/ParrywareIndia/videos/897824940426497/

    The campaign is first of its kind in the industry breaking clutter and making the brand synonymous to loo breaks. The TVC breaks the conventional advertising, where it will mark the beginning of intermission and will be played across 170+ PVR in 35 cities ensuring complete attention of the viewers.

    RBPPL marketing head Mayuri Saikia says, “When the Nilabh’s team came to us with the proposal, we found it to be a perfect fit for both the brands (Parryware & Halkaa) as the film address the key issue of open defecation that Parryware has been consistently advocating for the past 60 years. Films today have emerged as a very effective medium in reaching out to the public and efficiently imparting the message across.”

    Roca bathroom products MD KE Ranganathan adds, “Given the fragmented segment that the brand operates in, bathroom as a category is yet to be claimed and consumers hardly pay attention to multiple brands that they come across in a day during different environments. Post the success of our first Loo Break campaign, the second phase of is aimed at strengthening brand’s popularity in the market and interact with the audience in most unique way making Parryware synonymous with loo breaks.”

    Apart from this, the brand is promoting the partnership and new product launches through innovative PoS at more than 2000 dealer and retailer stores across India.

    Parryware introduced for the first time in India a complete bathroom customer care support during mid 1990s and has since built a strong service network across 30 cities in India.

    Parryware products are manufactured in eight factories across India and is present through a strong distribution network of 7800+ dealers and retailers in the Indian market.