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Lenovo's Damn The Odds Campaign Turns A Workday Into A Broadway Musical

Ad Tribe! Bureau2 min read
Abhay Verma writes on a Lenovo Idea Tab Pro Gen 2 with a stylus, in Lenovo's Damn The Odds campaign key visual

Lenovo's Damn The Odds campaign has a new film for the Idea Tab Pro Gen 2, turning a busy day into a Broadway-inspired musical starring actor Abhay Verma. Kinnect, part of Omnicom Advertising India, created the campaign, which it calls its first integrated mainline work for Lenovo.

  • Brand: Lenovo, Idea Tab Pro Gen 2
  • Platform: 'Damn the Odds'
  • Talent: Abhay Verma
  • Agency: Kinnect; production by Another Idea; director Karan Kapoor

The Damn The Odds Film

The film starts from the idea that opportunities rarely wait for the perfect moment. It follows Verma through a fast-paced day, using theatrical transitions, movement and music to show the many roles people juggle across work, study and personal pursuits, with the tablet beside him throughout. The campaign is aimed at professionals, students and hybrid workers.

The Idea Tab Pro Gen 2 is pitched as a productivity tablet with hybrid AI features, Smart Reader, keyboard and stylus support and long battery life.

What Kinnect Said

"As the tablet category continues to grow, the opportunity for Lenovo was not just to stand out, but to build stronger brand distinctiveness in an increasingly competitive market. With 'Damn the Odds', we wanted to move beyond conventional technology advertising and create a fresh, memorable expression of the brand for a new generation of consumers," said Chandni Shah, CEO, Kinnect and 22feet.

"This campaign is also an important milestone in our partnership with Lenovo, marking Kinnect's first integrated mainline campaign for the brand and reflecting the breadth of what we can now build together across platforms and touchpoints," she said.

Rollout And Credits

Kinnect handled strategy, creative, talent management, production, offline activation and the integrated rollout. The campaign is already live across retail touchpoints and will soon debut on television.

The film was produced by Another Idea and directed by Karan Kapoor, with executive producers Smaran Gandhi and Akanksha Khanna. On the Lenovo side, the team includes Bhaskar Choudhuri, chief marketing officer, Asia Pacific, and Ajay Khaitan, consumer marketing head, India. The Kinnect creative team includes Neville Shah and Yogesh Pradhan.

The film is on the Lenovo India YouTube channel.

More campaigns on Ad Tribe.

#Abhay Verma#Kinnect#Lenovo#Tech Marketing
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