MAM

HP partners with Bindass for ‘Bend The Rules’ campaign

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MUMBAI: Bindass, over the years has understood the pulse of India’s youth and has become their friend and companion while entertaining them with content that is both purposive and engaging.

The channel in association with Hewlett Packard (HP) launched a new campaign – ‘Bend the Rules’ featuring brand ambassador, Deepika Padukone. The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

Millennials strive for success at an early age using the power of technology. HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hash-tag #BendTheRules, of how they have bent the rules to achieve success.

A winning entry from India will get a chance to share his/her inspiring story with a larger audience through a short film which will be aired on Bindass and its YouTube channel.

Talking about this association with HP, Disney India VP revenue, media networks Nikhil Gandhi says that the channel wanted to try a different approach in order to deepen the engagement level with the youth. The campaign connects with the ideas and philosophies of Young India. It celebrates the young generation’s ability to ‘Bend the Rules’ and achieve success by taking the road less travelled.

Padukone, the brand ambassador for HP India is associated with this campaign. As someone who decided to pursue acting and leave behind a promising badminton career, she is familiar with treading the unconventional path to success.

Also featuring in the campaign is the HP Pavilion x360, a value-packed convertible PC, which easily converts from notebook, to stand, to tent, to tablet mode. With optimised touch-screen performance and beats audio, the device is ideal for the productivity and entertainment needs of consumers.

Backed by in depth research, Bindass has executed successful shows and campaigns which not only engage young India but also enable purposive action. “We are using this understanding to create the right approach to strengthen our partnership with HP and deliver Bindass ‘Bend The Rules’ to strengthen their engagement with the youth,” says Gandhi.

What made HP associate with bindass for the campaign? According to HP India head of marketing, printing and personal systems Lloyd Mathias, HP’s focus was to reach out to the Indian youth. “#BendtheRules is in the DNA of young India and we wanted to amplify the HP brand philosophy with a partner that understands youth. Brand Bindass is positioned as the enabler of purposive action and that holds really well with brand HP. We wanted to leverage Bindass’s reach on TV and digital to speak to the Indian youth and hence the association,” he says.

Mathias believes that by partnering with Bindass, it will help HP become more relevant to its audience and build a community around shared interests and passions. The bend the rules philosophy of HP will get validation and engagement through this association within its shared TG.

The initiative is spread across multiple platforms including television, print, digital, out of home, webisodes and Vine videos. Additionally, an extensive social media campaign covering Twitter and Facebook is also in place which rests on both Bindass and HP’s social media platforms.

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