Dell Technologies brings together Jemimah Rodrigues and Yashraj Mukhate for its new ‘Back to School’ campaign. The campaign showcases the performance and versatility of the Alienware 16X Aurora gaming laptop. Whether its multitasking for school, pursuing creative projects or diving into an intense gaming session, it has the right features students need to express themselves.
Set in a studio environment, the campaign video follows a light engaging interaction where Rodrigues and Mukhate collaborate to create a jingle. By focusing on relatable, everyday moments of exploration, the campaign reinforces that the right technology can unlock potential, whether it’s for academic work, creative pursuits or personal passions.
Announcing the campaign, Mayuri Saikia, Director Marketing, APJ consumer and e-commerce, Dell Technologies, said, “Students and young creators today lead vibrant, multifaceted lives as they balance academics, entertainment, creative pursuits and social connections. They want devices that can keep up with their pace, adapt to different needs and deliver consistently. Whether they are producing music, gaming or creating digital content, they need versatile technology that just works. The Alienware 16X Aurora is designed to fit seamlessly into these routines. Our ‘Back-to-School’ campaign celebrates this evolving mindset and the technologies that enable them.”
Speaking about the campaign, Indian cricketer Jemimah Rodrigues said, “While I’m most comfortable on the cricket field, this experience pushed me to explore a different side of myself. I truly feel that when young students and creators have access to the right tools, it gives them the confidence to experiment and bring their ideas to life. The speed, versatility and performance of the Alienware 16X Aurora made the entire process smooth and fun. I absolutely enjoyed jamming with Yashraj to bring this to life.”
Adding to this, Yashraj Mukhate, music producer, composer and content creator said, “For me, creativity is all about trying something new without worrying about getting it perfect. It doesn’t always need complex tools. You can create something as simple as beats using everyday objects, just like we did here. What really made the difference was bringing it all together on Jemimah’s Alienware 16X Aurora. It helped enhance the raw inputs, refined them and turned them into something more polished.”
The campaign will take an omni-channel approach, with the film going live across Dell’s social media platforms. It will be promoted across key digital platforms including YouTube, Instagram and Facebook, reaching students and young audiences across India.
Building on its commitment to engage with students beyond digital, Dell Technologies will also extend the campaign through on-ground and retail touchpoints, enabling consumers to experience its latest range of PCs, including the Alienware 16X Aurora. The campaign will be further amplified through collaborations and integrated initiatives aimed at connecting with students during the back-to-school season.
