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Bindass launches ‘Bend the Rules’ campaign with HP India

MUMBAI: Youth entertainment channel Bindass has associated with HP India to launch its new ‘Bend the Rules’ campaign featuring brand ambassador Deepika Padukone to showcase the creativity, talent and innovation of Indian youth.

The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

Disney India Media Networks VP revenue Nikhil Gandhi said, “Bindass reflects the dynamic lives of the young India and this campaign is yet another reflection of their dreams. Having deep-dived into the fabric of Indian youth for years, we are happy to leverage this understanding of HP and create an apt platform for the brand to deepen their engagement with the young and restless.”

HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hashtag #BendTheRules, of how they have bent the rules to achieve success. A winning entry from India will get a chance to share their inspiring story with a larger audience through a short film which will be aired on Bindass.

HP India printing and personal systems head of marketing Lloyd Mathias said, “India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation. Keeping millennials’ need in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

Padukone was chosen as the brand ambassador as she is someone who decided to pursue acting and leave behind a promising badminton career, and is familiar with treading the unconventional path to success.

“India is full of creative and innovative young minds that believe in doing things differently. I am excited to be part of the HP’s #BendTheRules campaign as it provides a great opportunity for the youth of this country to showcase their talent and the different ways in which they have achieved success,” she mentioned.

Also featuring in the campaign is the HP Pavilion x360, a value-packed convertible PC, which converts from notebook, to stand, to tent, to tablet mode.

The campaign is spread across multiple platforms including television, print, digital, social media, out-of-home, webisodes and Vine videos.