MUMBAI: - Lenovo India has launched a new TV campaign to showcase a new range of smartphones for the Indian market.

The TV campaign is conceptualised by Ogilvy India and directed by Shashanka Chaturvedi.

The commercial focuses on 'Hands', of different people from various walks of life: a painter using colors while painting, a boxer while shadow boxing, a gang of bikers out on their Harleys, a mob of protesters, a musician, a crew of skydivers and a group of youngsters partying. These are the same 'Hands that hold a Lenovo' and 'Do More' with their phones.

The campaign's theme is 'For hands those do'.

Speaking on the new commercial release, Lenovo India director for consumer business Shailendra Katyal said, "With this launch Lenovo continues its drive to leadership in the PC plus era and takes forward the 'For Those Who Do' platform. Our smartphones are synonymous with style, performance and quality, making them an ideal choice for the youth."

"As a brand, we are focused on empowering the youth with 'tools' that allow them to follow their passion, and succeed and transform their lives," added Katyal.

Ogilvy India creative director Rajiv Rao said, "In a market that is cluttered with various smartphone brands, the idea was to highlight Lenovo as a brand that not only has aspirational value, but also a strong connect with the youth. In short, it is an ode to what truly is the most personal and capable tool of 'Doers'."