Project Details
Objective
Drive iMac adoption among PC users, especially students and designers during Diwali by highlighting the superior Apple experience, backed by a 15% exchange offer. The aim was to lower the entry barrier and convert users through a mix of festive incentives and aspirational positioning.
Idea
A playful print campaign revived the iconic Mac vs. PC banter with festive charm; light-hearted, nostalgic, and tailored to woo the creatively inclined. We used witty comparisons and clean design to make iMac feel not just better but inevitable for anyone serious about performance and aesthetics.
Outcome
The campaign resonated strongly, generating buzz and boosting Diwali sales to a seasonal high. Apple successfully converted PC users, reinforcing iMac’s creative edge and market appeal. Retail reports showed a notable spike in first-time Apple buyers, with students and creators making up the majority of new adopters.
Client
Apple
Agency
TBWA/India
Category
Campaign
Year
2013
