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Lenovo launches campaign to attract youth

NEW DELHI : In a bid to reach out to youth consumers, Lenovo India has launched a new multi-city campaign that will offer a sneak peek into its latest range of notebooks/desktops.


Called ‘Fun-on-Wheels‘, the campaign, undertaken in association with Intel, has been initiated in Bangalore and will move on to Hyderabad during the month. 
 
As part of the initiative, a road show will be conducted across various locations within these two cities. A mobile van with Lenovo’s new ‘Fun’ brand positioning will showcase the brand‘s latest range of flagship consumer products across key vicinities in these cities.


The Lenovo ‘Fun-on-Wheels‘ will cover most parts of the city with different routes each day. 
 
Consumers can view the company‘s latest TV commercials and select product videos, enabling them to relate to Lenovo’s fun proposition, and get their queries answered and make spot booking of a particular product they want to purchase.


To propagate the concept of ‘Fun’ amongst consumers, Lenovo will organise various contests based on the concept of fun, thereby offering the audience an opportunity to win exciting goodies. 
 
Said Lenovo India VP HSB (Home and SMB) Alex Li, “We are enhancing our focus on the young Indian consumer with our ‘Get closer to consumers’ strategy. The primary objective of this campaign is to engage with our consumers at a closer level and deepen brand connect. This campaign will provide consumers a ‘touch and feel‘ of Lenovo’s new range of products that are packed with a multitude of features complementing fun. Through this campaign, we also intend to fortify our relationship with our channel partners and regional distributors and increase our sales."

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