The Brief

Wings, a player in the audio market, had a truly novel move and were ready to launch their newest products, a range of laptops in the affordable segment, a truly competitive segment with the TG being 16-35, the young and new generation of India. The key differentiators were the top quality specs at a truly economical price range, the fun colour lineup that they were available and the fact that they were an Indian brand. The branding and launch for this was crucial and challenging. An earbuds brand launching laptops? That's like well…. an earbuds brand launching laptops, very unheard of.

The Aamras Treatment

The key was in the positioning, as India's go-to laptop. Made by Indians, for Indian Junta. The laptop had that X factor that we as Indians gravitate to, value for money. We started with the name (full details in the Behance page) and then for the marketing, we decided to match the colours of the laptops to the general use cases of the laptop among the TG. The use case mapping helped in coming up with the tagline (or taglines, in this case). With the messaging finalised, we moved towards execution and this was a bit of a crunch owing to the fact that we wanted to launch before the biggest sale time of the year, and yet somehow we managed to finish multiple 3D videos (snippets for socials and a fill fledged feature showcase 3D video), a brand film, a full social campaign, ads + ecommerce creatives and all right on deadline.

Result: New category creation for the brand resulting in over 3000+ ratings for the laptop series plus elevated positioning as the first of its kind Indian brand in the budget laptop segment

Credits:
3D Feature Film executed in partnership with Hymotion Labs

Brand Film and UGC Photoshoot executed in partnership with Out of Syllabus Productions