Mumbai: Lenovo has launched its new corporate campaign called 'We've Got Your Back!' to showcase the impact that the brand has on different aspects of India. This latest campaign is created and conceptualised by The Womb.

The campaign highlights this untold and unknown aspect of the brand, further strengthening the brand love Lenovo enjoys in India. "The campaign celebrates the softer but extremely integral side of brand Lenovo; simple stories bring to the forefront Lenovo’s efforts towards building a sustainable tomorrow, empowering teachers, and students alike in the remotest of locations," said the statement.

"Bringing it all together, the campaign thought #GotYourBack showcases the perspectives of varied people whose lives Lenovo has touched," it added.

“The campaign highlights surprising and unusual truths through the perspective of the unlikeliest people who depend on Lenovo," said  The Womb founding partner Navin Talreja. "‘We got your back" is a beautifully shot visual treat served in the form of four beautiful stories, that take the audience on a journey of Lenovo serving the community, environment and its many stakeholders.”

"It's easy to bring out emotions through the face, but in this campaign, we needed to land our idea through the backs. It was quite a challenge, but I think we've done a great job of it," stated The Womb creative head Suyash Khabya. "We wanted to keep the stories real. So we shot in the Puducherry Lenovo factory. We shot the teachers in Meghalaya. We shot kids in the jungles. And that's why the films appear so authentic. In fact, even the static has come out magically beautiful."  

“The Womb team has done a fantastic job to give voice and life to the many stories that define Lenovo’s commitment in India and across the world," said Lenovo India CMO (India and South Asia) Amit Doshi. "The films have, of course, been shot wonderfully and hold a place of pride for us. However, the effort goes well beyond that and includes countless hours spent together in unearthing these stories and uncovering the human emotions central to each of them.”