Made With Lenovo Yoga is a creator-first branded content IP launched in India, built on the core truth that Lenovo Yoga is a laptop designed for creators on the move. The campaign placed real creator workflows at the centre, with the laptop enabling exploration, learning, and creation in the field.
Rooted in the principle of AI for Good, the idea positioned technology not as the hero, but as an enabler that supported creators as they brought forgotten Indian art forms to life through modern storytelling. The campaign also functioned as a digital archive, showing how Indian cultural narratives can be reimagined using AI in accessible and culturally rooted ways.
We built a creator-first IP that positioned the Lenovo Yoga not as a device showcase, but as the enabler of modern storytelling.
Three contemporary digital artists were paired with traditional Indian art forms, as learners, not collaborators.
Sid G studied Kavad storytelling in Udaipur. Varun Gupta immersed himself in Kashmiri carpet weaving in Srinagar. Jishnu Chatterjee learned the narrative discipline of Pattachitra in Puri.
Each creator travelled to the source, apprenticed with master artisans, and internalized the philosophy and storytelling frameworks of the craft before creating original digital short films. The entire creative journey, from research and sketching to editing and post-production, was executed on Lenovo Yoga while on the move, reinforcing its role as a powerful, portable creative tool.
Execution unfolded in three layers:
• Long-form documentary episodes capturing immersion and transformation
• Original short films translating traditional narrative structures into contemporary visual language
• Social-first content amplifying process, artisans, and creator reflections
To embed the IP within Gen Z creative culture, we integrated into IFP Festival, Asia's Leading festival for everything creative and culture. The activation included a live creator panel with Sid G, Varun Gupta & Jishnu Chatterjee, a masterclass by Sid G, and an experience zone where physical artefacts and digital reinterpretations coexisted, allowing audiences to experience tradition and technology side by side.
The biggest challenge was authenticity. Traditional art communities are protective, and reinterpretation risks tokenism. We overcame this through deep immersion and by positioning creators as students first.
This IP didn’t romanticise tradition or over-glorify technology. Instead, it positioned technology as a respectful bridge, empowering a new generation of creators to carry centuries-old storytelling forward, while preserving its soul.
The campaign generated 50.6M views and reached 18.16M people across platforms. Overall video view-through rate stood at 73%, with VTRs reaching up to 92% on JioHotstar.
While all the films received love, Jishnu Chatterjee's film 'The Seventh Sun' garnered 2M organic views in just 48 hours.
The campaign also received strong PR amplification, with coverage across 60+ national and local publications, driven by positive editorial reporting.
At the IFP Festival, the sessions drew a combined audience of 300 participants and generated 472.7K views, reaching 356K people. The Lenovo Experience Zone attracted over 3000 visitors per day. - IFP Festival Report
Brand lift studies showed a -
+6% uplift in Aided Brand Awareness,
+4% uplift in Purchase Intent,
+4% uplift in Brand Attribute
Overall, Lenovo’s Google search share increased from 19.7% to 22.7%, while non-gaming searches rose from 17.3% to 20%, placing Lenovo second only to Apple and helping close the category gap. Google Trends Report
On Amazon, Lenovo’s share rose from 17.53% in November to 18.87% in December. Amazon Report
Lenovo’s share of the premium AI PC market rose from 13.2% to 17.6% in November-December. In comparison, premium non-gaming share reached a record high of 19.2% in November, despite the off-season post-festive period. - Lenovo Activation Data
Business impact followed, with Lenovo’s sellout of AI PCs growing 53.19% YoY from November to January, and Yoga AI PC sellout increasing 146% YoY over the same period. - Kantar Brand Health Tracker
The IP proved to be the best in all the results.
