Our aim is to come up with solutions that better lives of people: CMO, Samsung India

Ranjivit Singh talks to exchange4media about Samsung's latest Mother's Day campaign and its marketing strategy

e4m by Dolly Mahayan
Updated: May 14, 2018 8:59 AM

The country’s top home appliances brand Samsung is changing the dynamics of its marketing strategy. Looking at the company’s past few campaigns, the brand, it seems, has adopted a new strategy to develop an emotional bond with the consumers. The electronic goods company has now started portraying real life situations in their campaigns.

On this Mother’s Day, the brand came up with a heart-warming campaign #MomsLoveNonStop. It captures the beautiful bond between a mother and her daughter. Showing the real life scenario, the campaign encourages people to realize how mothers love and care for them non-stop.

Speaking about the campaign, Ranjivit Singh, CMO, Samsung India, said, “The idea was to develop an authentic campaign that celebrates a unique bond that mothers and daughters share. Our brief was simple-- to connect the proposition of our new Samsung refrigerator campaign ‘runs non-stop even during power cuts’ to mothers’ non-stop unconditional love. We want to help make the lives of mothers convenient through our meaningful innovations.”

“The campaign showcases the brand ethos of caring about consumers at every step and bringing in innovative technologies to solve real life problems,” Singh added.

A week into the launch of the campaign and the ad film has already garnered over 2.4 million views and over 18K likes on Facebook. “Consumers are sharing the video and we have seen some very heart-warming comments coming from them encapsulating their strong bond with their mothers. We believe in developing strong and deeper relationships that are forever. Our purpose is to provide meaningful solutions that better lives of people and make happier homes,” said Singh on the attempt to establish an emotional connect with the consumers.

Earlier also, the brand had adapted real life stories for commercials. The ‘sapne bade hue’ campaign and the Samsung QLed TV had such heart-touching messages.

“We thought to do a social experiment where we ask certain questions to mothers, and daughters would be a good way to make that point. It would be a great time to remind daughters about their mothers’ relentless love, no matter what. That is the thought behind the campaign. We would be really happy if we can play a small role in strengthening this beautiful bond,” said Singh.

Talking about the reach and effect of the campaign, he said, “This is a digital campaign running on social media platforms Facebook, Twitter and YouTube. Facebook is the lead medium. Today, people, especially the younger lot, are spending a lot of time on social media and digital platforms. They view, like, share videos and other content. This is our target segment.”

“The idea here is to stimulate conversation and let the users take over the platform by generating comment. This is a content strategy. Here, the content is such that it stimulates conversations about certain behavioural and cultural change. It allows daughters to express their love for their mothers and even sons have joined in to express their feelings,” he added.

When asked how they draft strategies for different campaigns at Samsung, Singh said, “As the philosophy of the brand, we ascertain how to deliver meaningful solutions that allow our consumers to overcome barriers and do what they thought can’t be done. We try and build on this philosophy in every campaign of ours,” concluded Singh.

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