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Samsung India brings reality element to its new OOH campaign to promote its flat panel TVs

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Samsung India brings reality element to its new OOH campaign to promote its flat panel TVs

Samsung India Electronics Ltd is focusing heavily on the flat panel television market and is eyeing a leadership position in this segment (LCD and plasma TVs) in the world, based on its technology leadership, enhanced product line-up and innovative marketing initiatives.

Samsung’s new LCD range for the Indian market was launched in the second half of 2005 and has been supported by aggressive pricing and innovative advertising.

As part of its strategy to come up with innovations in its advertising, the company on Friday unveiled a unique hoarding for their new LCD range on the Delhi-Noida flyway. In order to emphasise the life-like picture quality of its LCD TVs SIEL’s new OOH campaign brings about a reality element – the hoarding has a real person dangling from a rope.

Elaborating further on the campaign, Ravinder Zutshi, Deputy Managing Director, SIEL, said, “The whole idea behind this campaign is to communicate the ‘True to Life’ or real life like picture of the Samsung LCD TV. In other words, the person climbing the rope on the LCD screen is similar to the person climbing the actual rope.”

The campaign has been created by Cheil Communications. Arun Mahajan, Vice-President, Cheil Communications, while explaining the campaign, said, “The whole idea was to use the outdoor medium in a innovative and effective manner to drive home the point of making TV viewing experience real and life like.”

After the Delhi-Noida flyway, the company is looking at taking the campaign to nine top metros and mini metros. However, in other cities, the real life rope-climbing act would be replaced with a dummy dangling from the rope, said Zutshi.

Elucidating more on the brief given by Samsung to the agency, Zutshi, said, “We wanted to go beyond the simple brief of trying to show the colour richness and brightness of a Samsung LCD TV and actually give a practical demonstration of real life picture.”

Samsung’s LCD range (for the Indian market) consists of four models in screen sizes ranging from 20 inches to 40 inches and priced between Rs 44,990 and Rs 240,000. The LCD range comes with features like ‘10-bit system’ LCD circuit technology, 6.44 billion colour reproduction, and 5000:1 dynamic contrast ratio.

The company is quite upbeat about the LCD market, which is poised for growth in India as well as globally. Samsung, which is No 2 in terms of market share of the LCD market globally (except Japan), is targeting a 131 per cent volume jump in flat panel TVs and is aiming at the No 1 slot in flat panel TVs in 2006.

The electronics major expects to grow its global LCD TV volumes by 125 per cent and plasma TV volume by over 150 per cent next year. “We are expecting the flat panel TVs’ contribution to our total CTV sales to grow from an estimated 18 per cent this year to around 32 per cent next year,” said S H Lee, GM-Audio Video Products, SIEL.

SIEL plans to continue its thrust on LCD TVs in the coming years as well. Said Zutshi, “We will add new value to our expanded product line-up with our technology and design leadership. We expect the LCD TV contribution to our total CTV sales in India to grow from 4 per cent in 2006 to 7 per cent by 2007.”


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