Press Release: 25. September 2014

HP Invites Millennials in India to ‘Bend the Rules’

New HP campaign with Deepika Padukone showcases the creativity, talent and innovation of the youth in India

New Delhi, Sept. 25, 2014 - HP India today launched its new ‘Bend the Rules’ campaign featuring brand ambassador, Deepika Padukone. The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

Millennials strive for success at an early age using the power of technology. HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hash-tag #BendTheRules, of how they have bent the rules to achieve success. A winning entry from India will get a chance to share their inspiring story with a larger audience through a short film which will be aired on Bindass, a popular youth entertainment TV channel in India.

“India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation,” said Lloyd Mathias, head of marketing, Printing and Personal Systems, HP India. “Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

Deepika Padukone, brand ambassador for HP India is associated with this campaign. As someone who decided to pursue acting and leave behind a promising badminton career, she is familiar with treading the unconventional path to success.

“India is full of creative and innovative young minds that believe in doing things differently,” said Deepika Padukone. “I am excited to be part of the HP’s #BendTheRules campaign as it provides a great opportunity for the youth of this country to showcase their talent and the different ways in which they have achieved success.”

Also featuring in the campaign is the HP Pavilion x360, a value-packed convertible PC, which easily converts from notebook, to stand, to tent, to tablet mode. With optimized touchscreen performance and BeatsAudio™, the device is idealfor the productivity and entertainment needs of consumers.

The campaign is spread across multiple platforms including television, print, digital, social media, out of home, webisodes and Vine videos. To find out more about #BendTheRules, visit Bendtherulesindia.com and the HP India Facebook page, or follow the conversation on Twitter.

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