After bagging the title sponsorship of the forthcoming Indo-Pakistan test and ODI series, Samsung Electronics has planned to leverage this opportunity to extend its brand equity. With a Rs 60-crore budget for the Samsung Cup, the company has worked out extensive promotional activities that include a print and television campaign, and an official anthem to be jointly voiced by members of the Indian music troupe 'Euphoria' and Pakistani band 'Strings'.
"We must leverage upon the great visibility we'll receive during the series. It will be a huge brand and product push for Samsung. This will help sales of colour televisions, as well as lifestyle products like mobiles and notebook PCs," said K S Kim, President & CEO, South West Asia Regional Head and Managing Director - Samsung India. "We are looking at a 35 per cent jump in volume during this period," he observed. The conglomerate would also release new 'Team Samsung' and product-related commercials for consumer electronics, home appliances, IT and telecom product categories, during the Samsung Cup.
Advertising major Grey Worldwide has created the campaign for Samsung Cup. The campaign embodies the punch-line line: 'Jeet lo dil' (win the heart) - that gives the series a "more-than-cricket" atmosphere by mirroring the newfound spirit of friendship between the two archrivals.
The historic Indo-Pak series scheduled in Pakistan after a 14-year hiatus is sure to create larger dynamics at the play and the campaign has been designed to reflect the emotions of cricket enthusiasts. "The Samsung Cup, as we see it, is not about winning or losing a game, it is about strengthening the ties between the two nations, and taking the peace initiative of the respective governments forward. Our theme 'Jeet lo dil' conveys the true spirit of the series" said Kim.
Not alone the electronics baron, consumer durables majors have also lined up investments in crores for aggressive promotions that include discounts, freebies, exchange offers and extended warranties. The industry is expected to spend over Rs 200-250 crores on advertising.