Lenovo and Intel Bring AI-Powered Creativity to Lollapalooza India with Creators’ House Party
Lenovo, in collaboration with Intel and dentsu Sports & Entertainment in India, brought culture, creativity, and AI-led innovation to the forefront with the launch of Creators’ House Party at Lollapalooza India 2025. Rooted in Lenovo Yoga’s belief that innovation fuels creativity, the campaign transformed the festival into an immersive, AI-powered house party-inviting audiences to co-create rather than simply consume.
The campaign was designed to drive consideration among art and culture enthusiasts, the experience demonstrated how Lenovo’s AI-enabled devices empower bold ideas, self-expression, and playful experimentation.
dentsu Sports & Entertainment in India led the end-to-end creative strategy and execution, identifying the most impactful solution aligned with Lenovo’s vision while integrating learnings from past Lollapalooza activations. The agency embedded the brand meaningfully across every touchpoint, from partner selection and experience design to on-ground execution. The result was a cohesive, high-impact activation with lasting impact. The agency oversaw the campaign from concept to culmination, delivering a high-impact, memorable experience aligned with Lenovo’s creative vision.
Replacing a conventional brand setup, the Creators’ House Party reimagined a home-like space where festivalgoers could shape moods, experiment with ideas, and see their creativity come alive. At its centre, a dynamic living room transformed clicks, doodles, and beats into a shared creative canvas – blending individual expression with collective storytelling. The campaign achieved 10 million+ reach and recorded 8,000+ on-ground footfalls, with continued engagement expected through its live period. By merging AI, culture, and creativity, Lenovo Yoga X Intel India and dentsu Sports & Entertainment in India have redefined how technology brands engage audiences in cultural spaces- turning festivalgoers into creators.
Simantini Ghosh, National Head, dentsu Sports & Entertainment India, said: “What differentiates dentsu Sports & Entertainment is our ability to operate at the intersection of culture, creativity, and emerging technology to create brand experiences that audiences actively participate in. At Lollapalooza India, we brought this philosophy to life by blending cultural insight with AI-led innovation to reimagine how a technology brand can show up meaningfully in a creator-driven space. Lenovo’s Creators’ House Party wasn’t just an activation; it was an invitation to co-create. We thank Lenovo for the trust and opportunity to push boundaries and build something truly immersive and culturally relevant.”
Chandrika Jain, Director – Marketing, Lenovo India, added: “For Gen Z and young creators, live music is cultural currency. At Lenovo, we aim to be meaningfully present in moments where culture and self-expression come together. Our presence at Lollapalooza India, through the Creators’ House Party and the festival’s alternative stage, focused on enabling creativity. Encouraging play, experimentation, and co-creation, we brought Lenovo Yoga’s AI-powered innovation into a space that resonates deeply with this generation. Our collaboration with Intel India and Dentsu Sports & Entertainment in India reflects our belief that technology is most impactful when it helps people express who they are and what they imagine.”