Lenovo’s #GiftThemBelief web film strikes an emotional chord

Lenovo, one of the world’s leading PC and Tablet maker and a global technology player, has launched its latest digital film #GiftThemBelief. The film shares a powerful thought that is socially relevant to students in India. The tremendous pressure, limited opportunities and fierce competition forces students into striving for unrealistic goals. So this year, as part of their ‘Back to college’ initiative, Lenovo did not just speak to the ones who were 'ready for college' but even to those who could not make it to their college of choice, thanks to the unbelievably high cut-off lists.

Through this digital film, Lenovo tries to ease the tension and overall stress that students experience during college admissions. While students feel disappointed about not getting into their desired college or institute and think it’s the end of the world, Lenovo finds a way to put their anxiety at ease and urges them explore different opportunities.

The film opens with parents greeting their kids and openly talking about their failures when they were students. They remind them that despite failures, they have done well in life and treated it as a stepping stone to success. The film underscores the value of a life lived well and that marks do not sum up a human being’s success. Voicing different perspectives of parents, the film communicates the central thought of hope beyond dejection.

Bhaskar Choudhuri, Director – Marketing, Lenovo India, said, “There is tremendous pressure on students to perform well and secure exceptional scores to make the cut for their choice of college. Unfortunately, the majority of students don’t manage to get in their choice of college. Through this film, we urge parents to support their children through this challenging phase and give them what they need most – the belief that there is a world full of opportunities and technology can enable one to seize these opportunities. Lenovo has always believed in the power of contextual story telling to influence mindsets and the response we’ve got to this film is a testimony to our endeavour.”

Azazul Haque, Executive Creative Director, Ogilvy & Mather Pvt Ltd, India, said, "A lot of students go through extreme performance pressure during this time of the year as we relate their studies to their future. And getting marks, getting admissions in good colleges is made to look like a life changing life event. We created this digital video to instill belief in those students who are feeling low or shattered after not making it to colleges of their choice. And we thought of making the parents the spokesperson of this message by sharing their own example. How they also failed and yet life carried on and became successful. Because marks don't matter. What matters is hard work and self-belief.”

The 90 second web film is already a hit on digital media and has received 2.31 million views with 18,750+ shares.