Progress towards an improved life, improved economic status, increased opportunities and better personal growth are the most critical objectives for non-urban audiences. An Intel-powered personal computer promises to open up avenues of progress in education, entrepreneurship and self-expression. Hence, we communicated the message of empowerment and personal progress with the message,

With a computer, you are powerful

Take a step towards progress

Ek Kadam Unnati Ki Aur (Translation)

The campaign developed into a seamless omni-channel program focused on consumer empowerment.

CSCs in 100 districts across 11 states in India were transformed into Unnati Kendras with personal computers,

Internet connectivity and Unnati Gurus who trained and managed the program on ground.

The Unnati Guru delivered personal computer based trainings focused on how a computer can open avenues of economic empowerment, self-expression and creativity through 140+ audio-visual training modules in 8 languages to effectively address language barriers. Dedicated vocational and skills training were organized, aimed at creating opportunities for education and employment. Detailed sessions on utilizing online skills for business growth were also scheduled and delivered. Mindful of local sensitivities, the team constantly innovated on ground to create all-women training sessions, training for traders on government schemes, as well as trainings on using utility tools like spreadsheets to maintain records. The local welfare organizations worked closely with the campaign and bringing forth the immense opportunities computer opens-up.

• 50 million consumers engaged; 700,000 received trainings

• 1,509,549 unique visitors to the microsite

• 94% of visitors rated the Unnati Kendra experience as satisfactory or extremely satisfactory.

• 87% improvement in personal computer relevance and purchase intent.

• Delivered devices experience to 238,000 consumers through interactive training videos around Education, Entrepreneurship and Self-Expression using the offline application

• Almost 15% of non-computer users are likely to purchase a computer as compared to consumers who are using a computer