Dell Technologies has returned with its ‘Back to School’ campaign featuring cricketer Jemimah Rodrigues and music producer, composer and content creator, Yashraj Mukhate.

The campaign consists of an ad film and spotlights the performance and versatility of Alienware 16X Aurora for students and young creators.

Set in a music studio, the film features Rodrigues and Yashraj Mukhate in a playful role reversal. While Rodrigues begins working on a jingle for Dell, Mukhate suggests they switch things up and try each other’s craft. As Rodrigues builds the track, he nudges Mukhate to create a beat using a bat and ball, turning their sounds and studio banter into music.

The film culminates in an upbeat jingle, with the duo crediting the Alienware 16X Aurora—reinforcing how the right technology can unlock potential across academic work, creative pursuits, and personal passions.

What we think about it: The film brings together two relevant names but feels scattered, leaning into content creation without clearly addressing students. While both Jemimah Rodrigues and Yashraj Mukhate are musically inclined, a strong brand fit for the narrative misses the chance to build on that cohesively. While it works from a content creation lens, as a ‘Back to School’ campaign, it falls short in authentically capturing student life beyond academics; more age-appropriate casting and a broader, more versatile approach could have made it feel more relevant and impactful.

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 it.”

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.