While Lenovo Yoga is a creator-first laptop series, our competitor had a lion’s share of the market. Despite Apple MacBook's market share growing 2x year-on-year in India, our laptop share remained stagnant.

In 2023, Lenovo wanted to shake things up. We aimed to remind creative individuals, especially Gen Z, that an Intel-powered Lenovo Yoga is not just a laptop—it's a creator's best friend.

So, we made a two-part reality series that blended art and tech. We pushed artists to test the limits of their creativity and our devices.

This creative process was the content gold that our audiences wanted.

Our reality series - Brave New Art, captured the creative process for the world to see. The setup involved bringing together artists from various mediums to create never-seen-before art.

In Episode 1, a martial arts warrior and a virtual reality artist paint an ancient folk tale using a Tilt Brush. In Episode 2, an AI and a 3D artist imagine and create a virtual museum set in the future.

The artists’ struggles while exploring the challenging themes, engaged our audiences. How would an ancient art form stand the test of modernisation? What goes into crafting a piece that not only embodies their vision of the future but also inspires?

Our audience was able to view inspiring artists create masterpieces using our Lenovo Yoga laptops. It was a true test of our machines. Thus, we never had to force product integration into the storyline.

India is caught between trying to preserve its rich artistic heritage and embracing tech innovations in art. Our audience is interested in the creative thinking that goes into making art.

Using this insight, we brought together artists from various mediums for a two-part reality series – Brave New Art, that takes you deep into the heart of creative processes.

Our strategy was to show how good our machines are, by challenging artists to push both their creative limits and those of our Lenovo laptops.

For the first episode, we chose an artist who practises one of the oldest martial arts in the world, Kalaripayattu, and partnered her with a VR artist to create art.

For the second, we chose the most asked question among creators in 2023: Will AI be the death of Art? We invited two next-generation artists to explore advancements in AI and create a virtual future museum.

PERFORMANCE ON OTT

- An IMDB Rating of 9.5!

- Among the Top 10 viewed English language shows on Disney+ Hotstar India (Jan, 2024)

- Significant uplifts of +6%, +3%, +4% & +3% on Brand Awareness, Ad Awareness, Brand Favourability & Brand Attribute.

BUSINESS RESULTS

- 88% YoY INCREASE IN SALES for Lenovo Yoga in Q3 - Lenovo Activation Data (Feb 2024)

- The interest for 'Lenovo Yoga' spiked from 29 to 100, achieving peak popularity, the highest in the category, on the Launch day - Google Trends report

- 6% & 4% YoY increase in Lenovo Yoga awareness and consideration, respectively

AND THE OSCAR GOES TO....

- 40 MILLION VIDEO VIEWS across platforms!

- In some parallel universe we also won an Oscar!