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Samsung to launch new ad campaigns to spur growth

07-March-2002
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Samsung to launch new ad campaigns to spur growth

Samsung India is getting off to an early start with the launch of new ad campaigns for its range of air conditioners and microwave ovens this month.

First to get off the block would be the AC campaign, with a print campaign in dailies set for release early next week, followed by advertising on FM radio from March 15.

The new campaign highlights the USP of the range with the headline ‘Chilling Power of 5’ with 5 symbolising the key benefits like ‘memory restart, instant chilling, power saving through 5 step heat exchange, tropical rotary compressor, and health advantage through bio filters.

The campaign for microwave ovens, which breaks by mid-March, will carry forward the communication strategy of focussing on breaking the customer mindset that the best usage of a microwave lies in its reheating functionality.

The campaign will focus on ‘everyday cooking’ with photographs and recipies of typical Indian dishes, while also highlighting product USPs like the bio ceramic coating for ‘faster, healthier cooking.’

The company hopes this new thrust on exploring the full potential of the product as a cooking device will help it achieve the 25 per cent market share it is targeting in the segment.

Source: Financial Express

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