Immersive strategy brings AI-powered innovation directly to decision-makers.
Lenovo, in collaboration with Intel, has launched the ThinkPad X9 Aura Edition in India, supported by an experiential campaign led by Dentsu B2B and Posterscope. Designed to connect with IT and business decision-makers, the campaign aimed to offer more than just visibility-it delivered hands-on experience.
Dentsu B2B, dentsu India’s B2B experience agency, focused on the belief that “real awareness comes from real experience.” The team activated personalized outreach, on-ground demos, and targeted social engagement to put the device directly in the hands of decision-makers.
Meanwhile, Posterscope, dentsu India’s OOH arm, mapped key tech parks in Delhi, Bengaluru, and Mumbai to set up interactive zones featuring demos of AI features like Smart Share, Smart Care, and Smart Mode. Complementing these were anamorphic creatives at high-traffic airports and locations like Jio World Convention Centre, turning static screens into immersive storytelling.
Campaign impact included:
- 1,300+ professionals engaged in just two days
- Airport footfall: Delhi T3 (1.1M), Mumbai T2 (782.5K), Bengaluru T2 (727.2K)
- Jio World Convention Centre: 352.5K impressions, 124.1K unique reach
- DOOH activations: 1.58M impressions, 2.6 average frequency
Abhay Kulkarni, MD, Dentsu B2B, said the campaign let people “experience innovation.”
Imtiyaz Vilatra, CEO, Posterscope India, highlighted the merging of digital and physical touchpoints.
Chandrika Jain, Director – Marketing, Lenovo India, called AURA a reflection of “Smarter AI for All”-intelligent, seamless, and purpose-built for the enterprise.
