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Samsung in future mode with ‘Next is What?’ campaign

01-August-2008
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Samsung in future mode with ‘Next is What?’ campaign

Samsung Telecommunications India has embarked on a new corporate multimedia ad campaign that brings alive the company’s endeavour to bring future technology and mobile handsets to touch the lives of people. The campaign has been conceptualised by Cheil Communications.

Samsung’s messaging remains consistent with its previous campaign, maintaining the company’s positioning as a technology conglomerate with a deep nationwide footprint. However, the ad is treated differently from the earlier campaign. While the earlier ad talked about Beat450 music handset, the new one takes it one step further and talks about how the company inspires to push itself beyond the limits and touch people’s lives.

Sunil Dutt, Country Head, Samsung Telecommunications India, said, “The concept behind the campaign is to communicate Samsung’s continuous effort of bringing the ‘Next’ in technology for end consumers and its relentless pursuit of breakthrough technology to give the best to consumers .While being true for mobiles, the campaign also captures the essence of the Samsung brand philosophy of giving the consumer the next level of experience through its products – be it mobiles or consumer electronics products.”

“The basic message is in line with the company’s positioning of ‘Next is What?’, the new TVC with Aamir Khan exhibits Samsung’s philosophy of constantly pushing the limits of technology by having Aamir talk about his own philosophy of life – of pushing the limits, breaking new grounds, of continuously challenging himself and his own never ending quest for perfection. Thus, even as the TVC brings across the Samsung Mobile philosophy through Aamir’s statement of ‘I am the Next, I am Samsung Mobile’, at another level, the ad epitomises the Samsung brand philosophy of continuous innovation and challenging the limits to give the consumer the next level of experience. The brand campaign will complete the picture in the consumer minds that have only seen the outdoor campaign of Aamir saying ‘I am Samsung Mobile’,” explained Dutt.

Saurabh Tara, Account Director - Servicing, Cheil India, said, “The brief for this ad was to communicate what the Samsung Mobile philosophy is, what does 'Next is What' stand for, and to develop an umbrella campaign for all the mobile phone advertisements that will be released in the rest of the year.”

Tara further said, “The campaign is on air on various channels like Star Plus, Zee TV, Sony, Aaj Tak, Star News, Zee News, MAX, Zee Cinema, Star Gold, IBN 7, 9XM, Zee Music, ETC, Sun TV, Star Vijay, Asianet, Asianet News, Udaya TV, Kasthuri, Maa Telgu and Gemini TV. The TVC is also supported by an outdoor campaign, in-shop POP and POS material.”

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