MAM
HP announces significant upgrade to post-sales services for smart tank printers
Mumbai: HP India announced a significant upgrade to its after-sales service offerings for HP Smart Tank printers, aiming to provide a seamless and uninterrupted experience for customers. As part of this initiative, HP has launched the “Consider it Done” campaign, emphasizing its commitment to 24/7 support in 10 languages for its Smart Tank printer range.
Recognizing the unique challenges faced by businesses and customers, HP has upgraded its customer service operations to cater to the diverse linguistic needs of Indian users. HP will now offer 12-hour, 7-day phone support in 10 languages, ensuring customers receive assistance in their preferred language. Additionally, HP has introduced 24-hour, 7-day support via WhatsApp in 10 languages, offering a convenient way to get help anytime. The supported languages include English, Hindi, Tamil, Bengali, Malayalam, Assamese, Telugu, Odia, Marathi, and Kannada. For installation and repair needs, customers can also log cases through the HP website, streamlining the support process.
HP India senior director of printing systems Sunish Raghavan said, “At HP we understand Indian businesses and how they take pride in the trust that their customers have on them. Printer breakdowns can significantly disrupt operations, which is why we are committed to offer comprehensive support to minimize downtime. We have re-engineered our customer service and support for our Smart tank range of printers to ensure we are accessible to our customers 24*7. “Consider it done” campaign is an attempt to connect with the “can do” attitude of these business owners and to give them the confidence that HP smart tank printers will never let them down.
To highlight the 24/7 customer support available with HP Smart Tank Printers, HP has introduced a multi-film campaign for its enterprise customers. The campaign features a business owner as protagonist, showcasing their pride in their work and the critical role HP printers play in their success. When a printer malfunctions, the business owner connects with HP’s 24/7 customer support, allowing them to continue their daily operations without interruption. By addressing printer downtime, HP aims to empower small business owners to focus on what they do best running their businesses and serving their customers. This dedication is encapsulated in the “Consider it done” tagline, emphasizing HP’s commitment to reliable and prompt service, which echoes the sentiment and work ethic of business owners.
The essence of the campaign is “trust”—recognizing the vital role trust plays for business owners. HP Smart Tanks have improved consumer support to ensure that, even in the worst circumstances, the trust that consumers place in business owners, and the trust business owners place in HP Smart Tank printers, remains unbroken.
Sharing her thoughts on the campaign, Vasudha Mishra, Regional Creative Office, Lowe Lintas Delhi said ‘For an SME, their word is key to running their business. Naam aur kaam se jaaney jaatey hain woh. This is the insight we took forward in our campaign for HP Smart Tank printers that understand and uphold this very sentiment. Brought alive by stellar performances from Aparshakti Khurana and R.J Balaji.’
Conceptualized by Lowe Lintas and released in nine languages, the films, starring Aparshakti Khurana in the North and R.J. Balaji in the South, capture the pride business owners feel and highlight how HP’s reliable service supports their enterprises.
The campaign is amplified through TV, OOH, digital platforms, and on-ground activations.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
