THE BACKGROUND To sell Lenovo PCs to arguably the youngest country in the world – India, where more than 50% of the population is under the age of 25. Lenovo's TG: 15 to 22 year old males. THE INSIGHT – The buck stops at pop The youth in this age group are dependent on their dad's wallet for big ticket purchases. Because part-time jobs for teenagers are not very common in India. And the few that are available are not that well paid. It's a way to earn extra pocket money, but not enough to purchase something like a PC. For expensive products, the dad has to be convinced. THE METHODOLOGY We asked young people from our TG to create a wishlist – things they see as fun and would like to own sometime soon. Most listed products like laptops and desktops along with products like bikes, mp3 players, video game consoles, etc. We then took the same wish list to their dads, asking them which products they'd consider buying for their sons. And discovered an overwhelming majority are not very comfortable buying their sons a fast bike or a fancy mp3 player but, they're willing to consider a good PC because they see value in it. THE IDEA Lenovo PCs – One fun thing even your dad will say yes to. Because the features that make it fun for the youth are also perceived as value for money by the dads. THE EXECUTION The television commercial is just the start. Watch out for our nationwide campaign over television, print, outdoor, radio and online. And there will be no 'adapts' here – each …

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