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The Idea

A campaign designed to highlight the pitfalls of Rote Learning and the benefits of interactive learning through Dell PCs.
#AntiRoteDay — an online movement for parents and teachers to raise their voice against rote learning.
An experiment style video that depicts children learning effortlessly with the PC, juxtaposed with them struggling to memorise concepts with zero understanding. Long form content on third party content portal ScoopWhoop illustrating the ineffectiveness of rote learning.

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The effect

25000+ views on YouTube and Facebook.
#AntiRoteDay trending on Twitter India on the day of its launch

03

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Awards

• 2015 - Marketing Campaign of the Year by CMO Asia - Global Marketing Excellence
• 2015 - Marketing Campaign of the Year by National Award for Marketing Excellence
• 2015 - Award for Consumer Insight by National Award for Marketing Excellence
• 2016 - Award for Consumer Insight by Global Brand Excellence Awards
• 2016 - Effectiveness in IT by DMA Asia Echo Award for