Dell Technologies has rolled out a campaign featuring cricketer Jemimah Rodrigues and fashion designer Manish Malhotra, introducing the Dell XPS 13.

The campaign comprises a film. The ad opens with Rodrigues calling Malhotra in a state of panic, reminding him that Diwali is the very next day. He reassures that everything will be taken care of. The narrative then shifts to Malhotra, who on his new Dell laptop is designing a festive outfit. Through the course of the night, the creative process is brought to life, with the laptop's powerful performance and design capabilities being showcased. The following morning, Rodrigues is seen arriving in the beautifully crafted lehenga, visibly excited. She asks Malhotra how he managed to pull it all together overnight, who reveals that the entire outfit had been designed on his new Dell laptop.

What we think about it: The film integrates the product into the narrative by making it central to the creative process rather than a standalone showcase. It works well in leveraging the chemistry and popularity of Rodrigues and Malhotra. While the narrative is engaging, a stronger creative hook or more memorable interactions between the two could have made the campaign far more impactful and distinctive.

The film released on 28 July.