Samsung India’s latest campaign #SamsungCares showcases the brand’s initiative to take customer service to the doorsteps of those living in the hinterlands. The ad, which was released nationwide on television and digital, has managed to connect viewers due to its heart touching content. The video has crossed more than 17 million views on YouTube in almost one week.
According to the website hashtracking.com, the #SamsungCares hashtag has managed to create enough buzz on Twitter. Below is a screenshot of the activity.
Using emotion in their creative tonality, the 4-minute long video shows the journey of a Samsung engineer, who attends to a customer complaint in a remote hilly area. On reaching their house, he gets surprised to find the customer and her little friends to be visually impaired. He is happy that his effort in the end manages to bring a smile on to their face and the campaign ends with the message of delivering service in every corner of the country. The campaign conceptualised by Cheil India was unveiled across 50 television channels supported by print, across cities and digital.
Commenting on the ad, Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India, said, “Samsung is without doubt at the cutting edge of technology. But even the most advanced products need some TLC once in a while. While others might expect you to visit their service centres, Samsung visits you instead. That’s the measure of Samsung’s emotional investment in its customers. I am glad that the film adequately captures this warmth and commitment while balancing the rational demands of the brief.”
Speaking on the brand strategy, Ranjivjit Singh, Chief Marketing Officer, Samsung India, said, “In the last 21 years in India, Samsung has grown to become the largest consumer electronics and mobile phones brand in India. With a wide portfolio of products that are sold across India through more than 150,000 retail outlets, Samsung also has a strong pan India service network. Our new initiative of expanding to rural India, right upto the taluka level, helps us in taking care of our valued customers, wherever they are. The new campaign video gives a glimpse of yet another initiative towards our ‘Make for India’ commitment. We are very happy to receive an overwhelming response from consumers across India, who have given a big thumbs up to the campaign.”