Overview
Reliance Digital needed to become top of mind during the Back to School season. Instead of joining the predictable race to talk about the fastest gadgets, the campaign looked for the slowest laptop India had to offer.
A painfully slow laptop is not just a device problem. It shapes the user's mental and emotional state, creating a familiar youth tension that made the category conversation more participatory.
Our Role
Success
Work Showcase
The campaign invited audiences to recognize, share, and dramatize the everyday frustration of slow machines, turning a product-upgrade message into a social conversation.
Social System
Short-form campaign assets and social prompts helped the idea travel across YouTube and Instagram while keeping Reliance Digital anchored as the upgrade destination.
Social Cutdowns
The campaign extended into short, native social pieces that made the slow-laptop frustration easy to recognize and share.
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