Powering ropes in influencers to market its creator community - HP Creator’s Garage

HP's new short film featuring DIVINE is dedicated to young creators, who are defying conventional professional paths and exploring a whole new realm of career choices. The campaign is aimed at directing creators towards their community, HP Creator's Garage.

The creators’ community in India is diversifying with the massive spread of social media platforms. As a generation that makes pathbreaking career choices rather than taking up conventional jobs, it is not surprising that 61% of Gen Zs are creators. They actively try to convert side hustles around content creation into a full-time career.

To enable a generation of budding creators in this journey, HP is launching a community for creators “HP Creator’s Garage” with the launch of the new ENVY portfolio (ENVY 14 &15) to cater to the evolving demands of today's content creators. Leveraging the initiative further, HP also released a short film embracing true-life incidents of everyday people who have used the power of technology to accomplish their dreams in real-time.

Mumbai-based multi-platinum rapper, DIVINE lends his idiosyncratic touch to the titular track of the short film. Titled 'Kuch Karne Ka' the track in association with Gully Gang Entertainment showcases the grit and ambition of the current generation.

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HP has onboarded Indian creators from across the spectrum including Be YouNick and Sejal Kumar, Graphic designers Alicia Souza and Aniruddh Mehta, Podcasters Varun Duggirala, Yahya Bootwala, Anshu Mor, and Rakesh Tiwari. The Creator's Garage also has an association with platforms like FrontRow, which provide courses co-created with renowned celebrities like the Bollywood singer Neha Kakkar, Music composer Amit Trivedi, Stand-up comedians Biswa & Raju Srivastav, and more.

Vickram Bedi, Senior Director, (Personal Systems), HP India market said, “The ever-growing creative community in India offers an unparalleled opportunity that inspires us to build innovative products that further their growth. We support today’s creators and are constantly looking for ways to further their growth. With this in mind, we launched the HP Creators’ Garage to help creators build their skills and unveiled our new ENVY Portfolio to promote flexible work.”

Prashant Jain, Chief Marketing Officer, HP India market said “We are inspired by young innovators who are taking real action to solve some of our society’s most pressing problems. With technology as their superpower, they are out to create a positive impact. We hope to trigger this passion and drive among a lot more creators with this launch. To support their ambitions, we are also launching the HP Creator’s Garage, where we are looking to enable them with the tools needed to aid this passion. The Creator’s garage opens with focusing on content creators who want to acquire new skills, learn from the best in the industry, and really elevate their game.”

The campaign was conceived by Lowe Lintas Delhi and produced by Lintas. Commenting on the campaign, Naveen Gaur, Group COO – Growth & Innovation, MullenLowe Lintas Group, said “Lowe Lintas conceptualized this film with GenZ at the heart & core of it – a generation glued to the continually evolving digital world around them. We see innumerable examples of GenZ youngsters all around us, changing the world with their ideas by the sheer force of their will.

This was the insight that got us to tap into the real-life stories of 4 such GenZ youngsters, who were redefining the world of tomorrow by creating new-age innovations enabled by the world of tech. Their gripping narrative is synched to a peppy hip-hop anthem sung by Divine, a Gully Gang rapper who has already inspired many pop culture aspirations in the country.”