Samsung India plans to launch its new global corporate campaign in the Indian market with the aim of strengthening its position as a digital technology leader. The first of TV commercials was aired across satellite channels on June 11, and will be followed this week by a commercial on the Flat TV range.
The campaign handled by FCB, New York, made its debut in other markets in May 2001. In keeping with the company’s communication theme for the year – ‘Samsung Products make your life more enjoyable’—the aspects highlighted in the series of ads are, ease of use and sophistication of design aimed at increasing pleasure. The advertisement focuses on the sensually pleasing aspects of the gadgets’ design.
In India, the campaign will run till June end and will be followed by a major burst from September to December, the peak buying season. The subsequent ads will be on projection TV’s, mobile phones and colour monitors. Specific ad campaigns of Samsung products will continue to run concurrently.
The global campaign, focuses on convergence products. This will help the company to achieve its target of becoming one of the top three digital product suppliers in the world, focussing on four core markets: personal multimedia, mobile multimedia, home multimedia and core component business.
Samsung, which enjoys the number 5 position in colour television globally, is targeting a marketshare of 11 per cent in the Indian market this year.