Q] What was the idea behind the ‘Brave New Art’ series? How did you come up with this concept?
‘Brave New Art’ is an innovative initiative that showcases a diverse spectrum of artists, such as Meher Malik, Santanu Hazarika, MC Heam, and Prithvi Shetty.
Given the intensely competitive market, Lenovo has recognised the importance of creating a compelling narrative that resonates with Gen Z, empowering them to transform their inspirations into tangible forms of expressions. In a world that is characterised by rapid technological advancements, where multiple avenues and approaches to creativity exist, the realms of ‘analog’ and ‘digital’ continue to thrive independently. We have identified an opportunity to bridge the gap between these two worlds. So as the preferred tool for artists and creators worldwide, Lenovo Yoga is a catalyst for this convergence.
Q] Your last ‘Human-Centered Innovation’ campaign was more about brand building. What are the brand and business objectives behind this one?
‘Brave New Art’ has well-defined objectives for both our business and brand. We take immense pride in the recognition that Lenovo Yoga has garnered as one of the most distinguished sub-brands in its category. Our awareness and consideration scores consistently rank among the highest. As we approach the end of the year, our aim is to further enhance the preference scores for Lenovo Yoga, particularly among a younger, urban audience. We anticipate that ‘Brave New Art’ will play a pivotal role in achieving this goal, while also contributing to long-term market share growth.
Q] Who is your target audience for this campaign and how are you reaching out to them?
Our target audience is Gen Z and millennials, the digitally adept individuals who are instrumental in driving the creator economy. As per a YouTube report, the creator economy that was valued at approximately 10,000cr. in 2021, has witnessed a steady growth, especially during the pandemic. Here, our positioning lies within the premium creator ecosystem.
Given the significant presence of our TG on various social media platforms, OTT platforms, and Connected TV (CTV), our media strategy encompasses a mix that aligns harmoniously with these channels. We have strategically promoted the show across platforms such as YouTube, Facebook, and Instagram, and have secured a valuable partnership with Hotstar. In addition, our talented stars, Santanu Hazarika, MC Heam, Meher Malik, and Prithvi Shetty, will contribute to the organic reach and viewership of the show, further enhancing its impact.
Q] The crowded media landscape is making it increasingly difficult for brands to find the right kind of attention. In view of the same, could you please explain your choice of Digital, particularly streaming the ‘Brave New Art’ campaign?
We have observed a significant trend wherein individuals, particularly Gen Z, are increasingly inclined to avoid the constant interruptions posed by traditional forms of advertising. This shift is evident in the widespread usage of ad blockers. Consequently, it has become imperative for brands to adopt approaches that effectively resonate with their target audiences, and prioritise entertainment and education over overt sales tactics.
Our extensive research highlights the effectiveness of ‘content’ in captivating young and contemporary consumers. Consequently, this year, we have sought to move beyond conventional advertising methods, presenting ‘Brave New Art’ as a Content Intellectual Property (IP). In this endeavor, content creators and influencers take the centre stage as the heroes of our show, with our product, Lenovo Yoga, serving as a conduit to help them unlock their full potential.
Q] How has the pandemic redefined the market for tech brands such as yours? Between utility, empowerment, and lifestyle, what positioning are you looking for in the post-pandemic market?
Tech brands like ours recognise the essentiality of utility and functional needs. However, with our distinct brands Yoga, and Legion, we strive to surpass these expectations. Yoga is strategically positioned as a device that empowers creators by equipping them with cutting-edge technology. Whereas, Legion embraces and supports today’s diverse community of gamers, enabling them to compete at the highest levels, regardless of their preferred gaming style or platform. We take pride in equipping different segments with the appropriate tools for success, thereby adopting a more purposeful and courageous approach.
Q] How have trends such as remote working, and the gig and creator economies impacted your B2C growth in the past couple of years? Has it changed the consumer-commercial dynamics in any way?
They have significantly contributed to our growth, and have had a profound impact on various aspects. The emergence of hybrid workplace model and the gig economy has permanently transformed behaviors and working patterns. The gaming industry has experienced an unprecedented surge in popularity since the onset of the pandemic, attracting a broader range of audiences to a hobby that was previously confined to a niche group. Moreover, there has been an increased demand for technology, whether it is for undertaking complex tasks like 3D rendering of intricate design models or for setting up efficient home workstations that enhance productivity. Lenovo India closed the financial year 2022-23 with a total revenue of $1.9 billion.
Q] What about the Tier 2 and 3 markets? How much do they contribute to the business?
Tier 2 and 3 markets are of significant importance and contribute substantially to the business. These markets are growing faster than tier 1 cities, driven by post-pandemic trends. Lenovo has emerged as a strong and preferred brand in these cities, offering smart and innovative products at acceptable price points.
Q] Art, AI, Gaming, Sustainability are some of the emerging frontiers for tech brands. What is your focus for the future?
At Lenovo, our focus lies not only in integrating AI and sustainability into our products, but also in ensuring their accessibility and user-friendliness for a wide audience. A prime example of our dedication to this philosophy is our latest range of Yoga laptops. These innovative devices incorporate cutting-edge features such as AI Engine+ technology, multimode functionality, OLED displays, and touchscreens, facilitating seamless creation and enhancing user experiences. Furthermore, our gaming division significantly emphasises on developing agile, AI-optimised gaming machines, catering to the ever-evolving needs of gamers. Sustainability is also at the forefront of our design ethos, with forged carbon being used in our laptops and plastic-free packaging, which contribute to environment-friendly practices.
Last year, we also introduced our CO2 offsetting services for consumer PCs in India. This allows our customers to offset carbon emissions effortlessly and contribute positively to the environment with just a simple click.
