Artificial Intelligence (AI) in the Present Day

Artificial intelligence (AI) is no longer just a futuristic concept but a present-day reality, integrated into various facets of life. Tech giant Dell Technologies India recognizes this shift and has focused its latest marketing campaign on showing how AI-powered PCs are transforming the lives of students. A central voice in this campaign is Mayuri Saikia, Director of Marketing (Consumer and Small Business) at Dell Technologies India, who shares insights into their “Back to School” campaign.

Relatable AI Messaging

Driven by the core question, “Do consumers truly understand what an AI PC enables them to do?”, Dell’s campaign seeks to make AI relatable and tangible. The brand partnered with VML India to create seven short stories under the tagline “Discover More with AI”. Each story showcases real student moments, from extended battery life benefits on a field trip to facial recognition security features that resonate with students.

Extended Battery Life

One story features a girl on a field trip who benefits from her Dell AI PC’s long battery life, freeing her from the worry of carrying a charging cable.

Facial Recognition Security

Another story, “Faces”, highlights the facial recognition security that stops a twin from accessing her sister’s laptop, reflecting a relatable familial scenario.

AI-Powered Note-taking

The “Notes” story shows students brainstorming, with the AI laptop automatically taking notes to boost productivity without manual input.

Simplifying AI Benefits

Saikia emphasizes that the campaign aims to demystify AI by using simple storytelling rather than technical jargon. Dell’s strategy involves showcasing how AI can solve everyday problems and enhance experiences, making students and consumers view AI as a reliable partner that enhances daily activities.

“We’re positioning AI not just as a value-add, but as a true enabler,” Saikia says, underscoring the brand’s commitment to making AI a dependable companion in everyday productivity.

Real Consumer Connections

To ensure that AI features are “marketing worthy”, Dell focuses on relatable scenarios where AI benefits are clear to the consumer. Through data-driven storytelling, the campaign translates AI benefits into real consumer value.

Community Engagement

Dell reinforces community through initiatives like Gaming Fridays and Gaming Saturdays, offering students year-round engagement with gaming influencers and live sessions at Dell Exclusive Stores.

Omnichannel Approach

Dell’s campaign employs a robust digital focus, spanning platforms like Facebook, Instagram, YouTube, and OTT channels, ensuring a consistent omnichannel experience. Whether online or in-store, consumers find uniform messaging and offers across all touchpoints.

Year-round Engagement

Beyond typical academic spikes, Dell maintains continuous connection with students through initiatives such as the Student Purchase Program and engaging community events.

Consumer-Centric Data-Driven Marketing

In an evolving market landscape, Dell prioritizes a consumer-first approach, making data pivotal in understanding and reaching the audience effectively. Saikia believes that leveraging data not only maximizes marketing impact but also fosters deeper consumer connections.

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