Dell appoints VMLY&R as its lead creative agency in India

As part of the mandate, VMLY&R will help create a connected consumer experience for Dell, which will span the entire width from mainline, digital & social communications, platforms & experiences, and data.

Dell appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

The move indicates Dell’s intent to adopt a post-digital mindset towards marketing. As the lead agency, VMLY&R will go beyond traditional creative agency duties to create an overarching connected consumer experience for Dell, which will span the entire width from mainline, digital & social communications, platforms & experiences, and data.

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Commenting on the appointment, Ritu Gupta, Director- Marketing, Dell said, "With the evolved customer journey and changing purchase behavior it was important to select the agency that brings capabilities in elevating connected consumer experience."

Anil K Nair, Chief Executive Officer, VMLY&R India, said, "We live in an ever-evolving world, where decades of digital adoption has now been compressed into a few months. It poses a great opportunity for an iconic brand like Dell to be portal; connecting them to various aspects of their lives and they get to live, learn, walk, and play. The mandate for VMLY&R India is to think beyond the obvious and focus on a superior and seamless customer experience."

VMLY&R handles the Dell Technologies brand globally, in a multi-faceted relationship that includes brand strategy and creative, martech, customer experiences, social strategy/content, and thought leadership.