In order to reinforce its lifestyle positioning, Samsung India has associated itself with two youth-oriented platforms, Samsung and MTV Youth Icon 2005 as well as the Samsung IIFA Awards this year.
With a wide product portfolio, which cuts across all the age groups, the global technology leader has over the years endeavoured to create specific programmes to suit its target profile specifically the youth by associating itself with such forums.
Ravinder Zutshi, Deputy Managing Director, Samsung India, said, “Samsung Mobiles are targeted at the fun-loving, lifestyle-oriented and trendy youth of today. Samsung and MTV Youth Icon Award seeks to strengthen this relationship with youth.”
Hrithik Roshan and Priety Zinta were conferred upon the Samsung Style Icon and Samsung Diva awards respectively for being the epitome of style and looks, while this year’s Samsung and MTV Youth Icon was given away to Shah Rukh Khan.
The company used the MTV Youth Icon platform to leverage its mobile phones. “The idea is to establish brand connectivity with the youth. Cinema appeals to all age groups, such platforms give us an opportunity to reach out to our youthful and trendy customers,” said Ruchika Batra, General Manager, Corporate Communications, Samsung India.
It also increases the awareness level of our customers, informed Batra. She said, according to a brand attitude survey, which is commissioned by Samsung Electronics and conducted every year, the aided awareness level of Samsung products went over 97.7 per cent last year.