Campaign Details

Brand: HP India
Lead Agency: Autumn Worldwide
Region: APAC

Strategy

Objective

While HP enjoys high awareness in the PC and print category mostly due to their products, the task was to connect with the young millennials.

The period April- May is the back to school period and one of the peak seasons from business standpoint. What better way to do it by being part of India's biggest pop culture moment.

The Indian Premier League (IPL) is India's cultural melting pot of sports, music, bollywood and entertainment.

When HP signed up as a sponsor for one of IPL's most loved teams - the Royal Challenger's Bangalore (RCB), it opened up the opportunity to dive into this melting pot along with sportsmen, stars and fans.

Business objective: increase market share.

Marketing objective: Increase share of voice in the core category and create awareness and context for niche products like Omen (gaming laptop) and Sprocket (portable pocket printer).