Digital-first creative agency, The Glitch, part of VMLY&R has launched this competition for Dell India’s, Dell Futurist program. The agency collaborated with eco-consultant Anirudh Sharma from Graviky Labs and Kunel Gaur managed by Art&Found to create a personalised masterclass educating students and allowing them to build sustainable project ideas and art.
Dell Futurist is a program by Dell India for youthful and ambitious thinkers who wants to create a future where their passion transforms into their careers by enabling technology. The program has talked about different passions such as Visual Arts, Music, and Gaming, as they choose Sustainability and Art as the theme of the latest segment. The students are provided with a masterclass which helps them to build their passion with confidence and given the opportunity to be mentored by the best in the field.
Dell Futurist invited students to present their idea of sustainability with a project or art and raise awareness in their own unique way. Partnering with 4000 colleges and universities across India, the competition encouraged students to think about sustainability and highlight the stark reality of many ecological problems in India. The winners were mentored by the best in the industry to help them build their case for their future.
Five winners were selected from across the country who participated to co-create the final, 35-foot installation in Delhi, a city with one of the worst air quality indexes in the world. Drawn with ink made from filtering carbon and other pollutants from the air, it is one of the biggest eco-friendly murals in the country. Despite the third wave of COVID which brought a lot of movement restrictions, the team took the right advantage of technology by conducting AMA sessions with the students to plan and design the mural virtually and ultimately paint it in Delhi.
“Reaching the young, creative, aspiring minds who are inspired is crucial for us as a brand as our products are clear enablers in this journey and celebrate their process. Dell Futurist is for youthful and enthusiastic ones who desire to pursue their passions as their careers. Dell’s flagship digital program intends to connect the passion areas for youth, and their future aspirations in terms of their professions and technology. We not only help them nurture their skills and get access to subject matter experts but also the leaders that inspire them!”, said Mayuri Saikia, Director – India Consumer Marketing, Dell Technologies.
“We didn’t want to create a token campaign that hypes the problem of pollution. For us, it was important to build sustainability into the mindsets of students and show them that they can make an impact on the world. The campaign was about giving them a canvas that combined sustainability, creativity, and technology.” says Varun Anchan, Associate Vice President, Flux@The Glitch.
Rahul Dcruz, Associate Creative Director, Flux@The Glitch, said: “Dell Futurist Sustainability+Art has been built over a span of 4 months, with partners from across the country and 4000 colleges and universities, to create India’s most sustainable mural in the world’s most polluted city. For us, the success of the campaign isn’t just the mural but the fact that it was co-created with students who will take the baton forward of sustainability and art.”