Only one Indian entry has been shortlisted in PR lions 2012
at the Cannes Lions.
shortlisted entry is from Bengaluru-based The Practice Porter,
Novelli, for its campaign - HP Write&Read - for HP India's
Home Printing product. It is shortlisted under 'Best Integrated
Campaign Led by PR' category.
brief given to the agency from the client was to establish
that printing has a wide range of applications in the home
environment, highlight HP's support for building creative
writing skills and for children's education in general.
agency conceptualised Write&Read as a program to help
young children channel their inner writers, to give them and
their families a glimpse of what was possible with printers,
and to do this while making a difference.
connected HP India with an education-based non-profit to run
a series of creative writing workshops and a story writing
contest in cities across India. The workshops provided a platform
to showcase HP's printers and engage with more than 1,500
children and their parents, as well as schools, teachers and
a creative community of authors and illustrators.
the broader media outreach and online campaign, the agency
zeroed in on a much larger base with the dual message of enabling
creativity and change. The winning entries from the contest
were published in an illustrated book that was printed using
HP printers. All proceeds from book sales were donated to
the non-profit partner.
media coverage resulted in more than 54 million impressions.
They reached approximately 538,255 people through the online
campaign and more than 10,000 key stakeholders directly through
the workshops. A program that was conceptualised in India
created waves across the organisation. Between the workshops,
the printed book, the digital outreach and media visibility,
the agency established stickiness for the HP brand and spread
the idea that: yes, your printer can do it.