Brands’ romance with India’s sole individual Olympic Gold winner Abhinav Bindra continues. The latest to associate with the ace shooter is Samsung India, which has roped in Bindra as brand ambassador for its consumer electronics business. Samsung has also embarked on a campaign with Bindra. Conceptualised by Cheil Communications, the campaign is a 360-degree initiative including print, outdoor and TVC.
The print ads will break on October 4 and would be followed by outdoor ads and a TVC in the following week. The TVC has been directed by Ravi Udyavar of Ravi Udyavar Films.
The print and outdoor ads depict Bindra swearing by ‘Design is a passion, Performance is a thrill’ promise of Samsung. The ace shooter will feature in ads for Samsung’s flagship ‘Crystal Series’ of LCD televisions.
In a press note issued by Samsung India, HB Lee, President and CEO, Samsung South West Asia Headquarters, said, “The Samsung brand stands for qualities of innovation and excellence in performance. And these very same qualities are epitomised by Abhinav Bindra, whose Olympic Gold medal feat has made him a youth icon today. We are indeed very proud and privileged to have him as our brand ambassador for our consumer electronics business.”
Ruchika Batra, General Manager, Corporate Communications, Samsung South West Asia, remarked, “Abinav Bindra was a part of the Samsung Olymipcs Ratna Programme and hence, to rope him in as brand ambassador was a natural progression. Bindra is synonymous with performance and consistency and hence, he is in sync with the brand fit of Samsung India.”
Batra added, “Bindra will be leveraged in a product ad campaign, which would make him the face of Samsung Consumer Electronics Business.”
Commenting on the campaign, Nitin Makdani, Assistant Vice President, Client Servicing, Cheil Communications, said, “The creative brief given to us by Samsung was to position Abhinav Bindra in such a way that he mirrors his achievements in the Samsung marquee. Being the ‘Design that Performs’, Samsung will take forward its stature as the global No. 1 with the world’s No. 1.”
“Bindra has donned a new avatar with a new haircut for the ‘Design that performs,” Makdani quipped.