Bangalore: Ahead of the new academic year, Dell Technologies has announced the launch of its latest ‘Back to School’ campaign.

Underscoring the significance of PCs in facilitating high-quality learning experiences, the campaign reiterates how “doing is the new learning” and how today’s kids are prime examples of this shift.

Conceptualised and developed by VMLY&R, the campaign falls under Dell’s #PC4Education initiative and celebrates students’ learning ethos, whether it’s achieving success, embracing failure, or utilizing their skills/abilities to make a meaningful impact on society.

Announcing the campaign, Mayuri Saikia, Director of Marketing (Consumer), Dell Technologies, India, said, “The most intriguing insight that inspired us to develop this campaign is that students today are more fearless and eager in their pursuit of knowledge, seeking information from a variety of sources and utilizing new tools and technologies to enhance their learning experiences. More importantly, they strive to leave their mark on society by effectively utilizing their skills. We want to celebrate this in our latest campaign and provide students with the chance to live out our mission of using technology to drive human progress.”

“Today, kids are learning in all new ways. While they have enough material to read and view, they are learning through action. They are not just thinking about what’s good for them but also what’s good for the environment, the community and the world at large. They are conscious about bringing about a positive change and a Dell Laptop helps them in accomplishing this,” said Mukund Olety, CCO, VMLY&R.

As part of the campaign, Dell will be offering additional warranty, headsets, and discounts exclusively to students at Dell.com, Dell Exclusive Stores, multi-brand outlets, and large format retail.