Samsung is using the power of the vernacular for its Silver Nano range of washing machines. The consumer electronics major has launched a campaign in 12 Indian languages – Hindi, Punjabi, Gujarati, Marathi, Tamil, Telugu, Kannada, Malayalam, Oriya, Bengali, Assamese and English.
While adopting the strategy of communicating to its consumers in the vernacular, the company has adopted a multi-layer structure, which makes the communication piece cost effective and efficient. Elaborating on this, Salil Kapoor, Head-Home Appliances Group, Samsung, said, “We have used key channels on television in three languages – Hindi, Tamil and Telugu – to advertise the product, which also forms the base for the campaign. Further, as layering we have used the cable TV route in 12 languages to reach our consumers. As a third layer, we have used the medium of cinema to communicate in the local language, and lastly, we are distributing DVDs and CDs to our trade partners in their local languages who can then play them in their showrooms.”
Explaining the reason behind using the vernacular, Kapoor said, “We believe that a piece of communication when expressed in one’s local language manages to strike a chord with the consumers, hence also receives positive response. It’s a step closer to reach our consumers and we are happy that the response till now has been encouraging.”
Kapoor feels that the initiative is cost effective as the base uses only three key channels and as a reminder medium uses the less expensive cable TV.
In a step further, the company has also made available its catalogue and brochure in 12 different languages. The campaign is supported by print, which began its second phase of advertising in middle of August.
The commercial seeks to position the Silver Nano Washing Machine as the ultimate solution for Indian conditions. The machine not only takes care of the dirt and odour, but is ultimate in washing where the process is akin to sterilisation and controls germs too. The commercial features TV actress Prachi Desai and plays on the situation of a mother-in-law and daughter-in-law. It plays on the traditional belief that clothes washed by hot water is best for washing as it sterilises and positions the Silver Nano washing machine as the best substitute for this kind of cleaning.