Lenovo Teams Up with Dentsu B2B & Posterscope for Precision-Driven ThinkPad X9 Aura experience

To bring the Aura experience to enterprises, Lenovo partnered with Dentsu B2B and Posterscope to promote the limited-edition ThinkPad X1 Aura Edition. Imagined in collaboration with Intel, the campaign aimed to engage key decision-makers across India in a personal and impactful way.

Dentsu B2B, dentsu India’s results-driven B2B experience agency, spearheaded the strategy with one key insight: real awareness comes from real experience. Rather than simply showcasing the AI-powered PC, the idea was to place it directly in the hands of those who matter - IT Decision Makers (ITDMs) and Business Decision Makers (BDMs). The campaign unfolded through immersive on-ground activations, personalized outreach, and targeted social promotions. Dentsu B2B ensured the experience was seamless across platforms, driving visibility, engagement, and product familiarity at scale, exactly where it counted. 

To scale without sacrificing precision, Posterscope, dentsu India’s Out-of-Home (OOH) specialist agency, mapped audience density across tech parks in key metros. The agency led the on-ground execution in high-footfall tech parks across Delhi, Bengaluru, and Mumbai, offering commercial audiences a direct, hands-on experience of Aura. These interactive zones featured live demos, registration-based tracking, and real-time use of Smart Share, Smart Care, and Smart Mode, allowing users to instantly transfer photos from their phones to the laptop. Pushing innovation further, anamorphic creatives were deployed at major Indian airports, blending arresting visuals with strategic messaging to maximize awareness and intrigue. 

Spanning three months, the campaign successfully drove mass awareness and deep engagement for Lenovo’s ThinkPad X9 Aura Edition – it’s AI laptop.

• Over two days and across three cities, the events drew more than 1,300 business professionals.
• At airports featuring anamorphic videos, footfall was significant: Delhi T3 – ~1.1 million, Mumbai T2 – 782.5K, Bengaluru T2 – 727.2K, and Chennai T1 + T4 – 335.4K.
• At Jio World Convention Centre, the anamorphic display generated 352.5K impressions with a unique reach of 124.1K.
• Additional Digital Out-of-Home (DOOH) activations delivered 1.58 million impressions, with an average frequency of 2.6. 

Abhay Kulkarni, MD, Dentsu B2B said, “With the Aura campaign, we wanted to do more than just talk about innovation - we wanted people to experience it. The anamorphic display showcased the Lenovo ThinkPad’s design and AI capabilities in a truly immersive way, while our experiential zones allowed business audiences to interact with the product's intelligence, speed, and adaptability firsthand” 

Imtiyaz Vilatra, CEO, Posterscope India said, “This campaign for Lenovo AURA was about merging the physical and digital worlds to let commercial audiences experience innovation for themselves. The experiential zones served as tech playgrounds while the anamorphic content turned traditional media into visual storytelling. It’s a great example of how brand storytelling can go beyond static screens and leave lasting impressions.” 

Chandrika Jain, Director Marketing , Lenovo India said, “With the launch of the ThinkPad X9 Aura Edition, we set out to showcase what Smarter AI for All truly looks like - intelligent, intuitive, and purpose-built for today’s enterprise users. The AURA campaign imagined with Intel, brought to life in collaboration with Dentsu B2B and Posterscope, reflects our commitment to pushing boundaries not just in technology, but in how we connect with our audience. AURA represents a new era of computing - where the experience is limitless, the intelligence is seamless, and everything works together to keep you effortlessly connected.”