MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

The film seeks to highlight HP’s core value proposition as a technology enabler for consumers, entrusting them to belong, innovate, and grow.

Conceptualised by BBDO, the film is targeted towards young kids and parents and aims at establishing that a print out is not merely a print , but is a reflection of your personal pride. It features award winning Indian actor, Arshad Warsi and his wife, an acclaimed TV personality, Maria Goretti. This is the first time this celebrity due is working together in any marketing campaign.

HP India Country marketing director Neelima Burra says, “Addressing customers through our innovative technology has been our core philosophy. Our latest campaign is one such endeavour focused on personalisation and making the brand more relevant for the consumers thereby building a strong brand affinity .”

With the central theme of ‘Impression jamao, sirf kaam mat chalao’, the film narrates the story of Chikloo’s failed birthday party and how Original HP Ink saves the day leading to happiness and a memorable birthday party for the parents and the kids.

The film is being aired across leading cineplexes, Direct To Home (DTH) platforms along with amplification on various social and digital mediums.

HP has always been a front runner when it comes to environment and so the cartridges have been designed keeping the planet in mind for easy recycling and less waste.