Immersive on-ground activations and anamorphic OOH drive mass awareness and deep engagement across metros
New Delhi, August 20, 2025: Lenovo, in collaboration with Intel, has rolled out a large-scale experiential campaign to promote its limited-edition ThinkPad X9 Aura Edition, partnering with Dentsu B2B and Posterscope to bring the Aura experience directly to India’s enterprise decision-makers.
The campaign was designed around a central insight: real awareness comes from real experience. Instead of limiting the launch to traditional promotions, Lenovo and its partners crafted a multi-touchpoint strategy to ensure IT Decision Makers (ITDMs) and Business Decision Makers (BDMs) could experience the laptop firsthand.
Dentsu B2B led the strategic blueprint, ensuring a seamless integration of on-ground activations, personalized outreach, and targeted social promotions. Posterscope, dentsu’s OOH specialist agency, mapped high-density tech parks across Delhi, Bengaluru, and Mumbai to set up immersive zones where professionals engaged directly with ThinkPad X9 Aura’s AI-powered features like Smart Share, Smart Care, and Smart Mode.
The campaign also deployed anamorphic creatives at major Indian airports and the Jio World Convention Centre in Mumbai, merging striking visuals with messaging to spark intrigue and deliver high recall.
Campaign Highlights:
Engaged 1,300+ business professionals across 3 cities in 2 days.
Airport anamorphic displays drove significant exposure:
Delhi T3: ~1.1M footfalls
Mumbai T2: 782.5K
Bengaluru T2: 727.2K
Chennai T1 + T4: 335.4
Jio World Convention Centre anamorphic display: 352.5K impressions with 124.1K unique reach.
DOOH activations delivered 1.58M impressions, with an average frequency of 2.6.Industry Voices:
Industry Voices:
Abhay Kulkarni, MD, Dentsu B2B, said: “With Aura, we wanted people to experience innovation, not just hear about it. The experiential zones and anamorphic displays allowed audiences to interact with Lenovo’s AI-powered design in ways that made lasting impressions.”
Imtiyaz Vilatra, CEO, Posterscope India, added: “This campaign blurred the lines between physical and digital. Our anamorphic storytelling and live zones turned conventional media into immersive brand engagement.”
Chandrika Jain, Director Marketing, Lenovo India, stated: “Aura is more than a launch – it’s a commitment to smarter AI for all. Together with Intel, Dentsu B2B, and Posterscope, we’ve redefined how enterprise users experience technology.”
About Lenovo
Lenovo (HKSE: 992) (ADR: LNVGY) is a global technology powerhouse ranked #217 in the Fortune Global 500. With a bold vision to deliver Smarter Technology for All, Lenovo develops world-changing technologies that empower millions of customers worldwide.
