MUMBAI: Dell, India, has launched its new TVC conceptualized to encourage PC usage in learning, for students in their academic years. The TVC will be airing across leading kid’s entertainment and movie channels, as well as Hindi and regional news and general entertainment channels.

With the theme Ek Behtar Kal Ka Aarambh, Dell is building upon its pan India PC for Education initiative Dell Aarambh launched in 2016 to spearhead the use of the personal computer in education. Dell will also be launching mobile video outreach to complement the reach of this campaign to its audience.

Conceptualized and executed by GREY group, the TVC follows the journey of a bright young girl who sets out to solve a real life problem – that of having to travel a long distance all the way around a lake to go to school, each day. As the story progresses, we see the young girl partnering her personal computer to support her understanding of the Archimedes Principle to arrive at a practical solution to take her across the lake, saving both time and effort.

Dell, India director marketing - consumer & small business Ritu Gupta said, “Our objective has been to equip young minds with technological capability such that they are prepared to build their future in a world that is becoming increasingly digital.”

GREY Bangalore VP and business head Vishal Ahluwalia said, “The TVC has been shot in a real environment with a real life predicament bereft of any gloss. It tells the story simply and yet effectively. We are positive that this would appeal to parents and children alike and bring about the required change in acceptance of a PC being essential for education.”

Dell Aarambh has been engaging with three key audiences - students, teachers and parents - in a series of activities meant to build their confidence and familiarity with using the PC.

Dell Aarambh has been running on-ground and online programs since its inception in June 2016, and has covered a base of 3,305 schools and 59,349 teachers who have received PC training.

In 2017, the program is reaching out to mothers with Dell DigiMoms, a PC awareness and training program which has been kick-started with a pilot in 8 towns in Karnataka and Maharashtra. The program aims to reach out to 16,000 households, and will be implemented by the 32 on-ground Dell digital correspondents to engage with mothers, showing them how to understand and best utilize the PC in aiding the holistic growth of their children.