Toshiba India announces to launch new digital campaign


Toshiba India announced the launch of its new digital campaign and contest titled ‘Curious Case of Missing Files’, to step up its conversations with the audiences for its laptops business.

This campaign follows a Facebook campaign run by Toshiba Laptops India, to connect with the audience. ‘The Curious Case of Missing Files’ seeks to further build up on the new consumer categories created namely P Series for high-fliers and L series for the youth. This campaign will feature an interactive contest which will connect and engage these specific audiences through a series of entertaining video teasers, which are conceptualised keeping in mind the real life funny situations these target groups may encounter.

The first half of these encounters is ideated by the advertising team, the climax will be chosen by the audience.

Abhishek Mehta, Head, Marketing Communication, Toshiba India, said, “Our ‘Awesome Inside Out’ campaign was an instant hit amongst the consumers and we managed to attract over 1 Lac page likes within a month. Our latest campaign is a fusion of entertainment and humour that encourages conversations with our customers. With this campaign, we want to strengthen our youth connect and build up on our stylish and high performance attributes. Aligning with this thought, we will be rewarding the best entries/conversation with Toshiba laptops.”

This campaign requires the participants to suggest an ending for the story that plays out in the campaign video.

The best entries, chosen by popular vote will be translated into the movie.

This digital activation is the extension of Toshiba’s ongoing ad campaign ‘Awesome Inside Out’ that launched its new range of laptop line-up for India. The campaign explores ‘The Complete Man’s’ interests and passions as an attempt to delve into his personal life. The campaign is based on three communication pillars – a man who drives for passion, rides for joy, and walks with the world.

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