HP India's new film with Divine promotes ‘HP Creators Garage' for its Envy portfolio launch

The creator community in India is diversifying with the massive spread of social media platforms. As a generation that makes path-breaking career choices rather than taking up conventional jobs, it is not surprising that 61% of Gen Zs are creators. They actively try to convert side hustles around content creation into a full-time career.

To enable a generation of budding creators in this journey, HP is launching an exclusive community for creators, ‘HP Creator’s Garage’, with the launch of the new Envy portfolio (Envy 14 and15) to cater to the evolving demands of today's content creators. Leveraging the initiative further, HP also released a short film embracing true-life incidents of everyday people who have used the power of technology to accomplish their dreams in real time.

Mumbai-based rapper, Divine, has lend his touch to the track of the short film. Titled 'Kuch Karne Ka' the track in association with Gully Gang Entertainment, it showcases the grit and ambition of the current generation that not only dares to dream but also manifests their dreams, through their own passion and the power of tech, without dependence on any institutions or others.

The film:

The campaign was conceived by Lowe Lintas Delhi and produced by Lintas C:EX.

The HP Creator’s Garage community is based on HP's Garage legacy that provides budding creators with a springboard to learn from experts across India, collaborate, and demonstrate their skills with other creators. The learning community would include more than 200 pieces of content to help creators upskill, forums to share thoughts and ideas with other creators, and regular events and challenges for creators to collaborate on. With this, HP will cater to the unmet needs of creators which primarily include learning new skills, collaborating on new ideas and continuous self-improvement. The Creator’s Garage can be accessed at www.hpcreatorsgarage.com.

HP has onboarded Indian creators from across the spectrum, including video content creators Be YouNick and Sejal Kumar, graphic designers Alicia Souza and Aniruddh Mehta, podcasters Varun Duggirala, Yahya Bootwala, Anshu Mor and Rakesh Tiwari.

The Creator's Garage also has an association with platforms such as FrontRow, which provide courses co-created with celebrities like Bollywood singer Neha Kakkar, music composer Amit Trivedi, stand-up comedians Biswa and Raju Srivastav, and more.

Vickram Bedi, Senior Director, (Personal Systems), HP India market, said, “The ever-growing creative community in India offers an unparalleled opportunity that inspires us to build innovative products that further their growth. We support today’s creators and are constantly looking for ways to further their growth. With this in mind, we launched the HP Creators’ Garage to help creators build their skills and unveiled our new Envy Portfolio to promote flexible work.”

The world, today, is witness to many young Gen-Z doers who make a real, tangible difference to society around them with their thoughtful actions. HP’s Inspire anthem pays an ode to them and their inspiring real-life stories. The articulation of ‘Bringing Thoughtful Ideas to Life’ targets these young Gen-Z doers who believe in talking less and doing more and create real change in the world around them.

Prashant Jain, Chief Marketing Officer, HP India market, said, “We are inspired by young innovators who are taking real action to solve some of our society’s most pressing problems. With technology as their superpower, they are out to create a positive impact. We hope to trigger this passion and drive among a lot more creators with this launch. To support their ambitions, we are launching the HP Creator’s Garage, where we are looking to enable them with the tools needed to aid this passion. The Creator’s Garage opens with focusing on content creators who want to acquire new skills, learn from the best in the industry and really elevate their game.”

Naveen Gaur, Group COO, Growth and Innovation, MullenLowe Lintas Group, said, “Lowe Lintas conceptualised this film with GenZ at the heart and core of it – a generation glued to the continually evolving digital world around them. We see innumerable examples of GenZ youngsters all around us, changing the world with their ideas by the sheer force of their will. This was the insight that got us to tap into the real-life stories of four such GenZ youngsters, who were redefining the world of tomorrow by creating new-age innovations enabled by the world of tech. Their gripping narrative is synched to a peppy hip-hop anthem sung by Divine, a Gully Gang rapper who has already inspired many pop culture aspirations in the country.”