Be it projects, homework or last-minute submissions, most working parents can attest to taking out prints before leaving from office for the day. It’s a task you cannot afford to forget, especially if you do not have a printer at home. But it may involve some sneaking around if the office printer is not for personal uses. HP India’s ‘Print Befikar’ campaign accurately portrays one of those days.
According to Neelima Burra, country marketing director, HP India, the TVC targets parents of school-going children who are aged between four and 14. “Home printer adoption is relatively low because of the high costs of printing and maintaining a printer at home. Hence, consumers rely on other solutions for their printing needs, and since an office printer is accessible, it becomes the go-to place for home printing need. Through this campaign, we are telling the consumers that all their worries are now covered with HP ink tank printers,” she says.
True to this idea, the fictional father, aptly named, Rustom, is extremely cautious while slipping in and out of the printer out, lest he is caught-handed. But he’s not very lucky, and each time he is reminded that all that hassle would have saved him very little money. Josy Paul, chairman and CCO, BBDO India, says, “This furtive stealthy action in office is so universally linked to printing costs that it gave HP’s ‘affordability’ proposition instant recognition and connection.” If you still happen to relate to this father figure, perhaps it is time to do needful.