Samsung, which is counting on the millennials and the Gen-Z to provide momentum to the campaign, will not use the initiative to hard-sell its products | Photo Credit: marchmeena29
Samsung has launched a one-month long digital campaign called the ‘#IndiaReadyAction’ aimed at breaking stereotypes about India.
To be powered by user-generated content in the form of 60-second videos, the campaign, Samsung hopes, will capture ‘real-life’ scenes from across the country with the help of the millennials.
“The millennials and the Gen-Z are socially conscious about issues that matter to them. They have a deep sense of respect, love and pride for the country,” Ranjivjit Singh, Chief Marketing Officer, Samsung India, told BusinessLine .
According to a recent survey conducted by Samsung, India is heavily stereotyped by foreigners.
“To them, the Taj Mahal or river Ganga is the only major tourist attraction in the country; [for them] food means spice and curries, and entertainment means only Bollywood and cricket. There is little awareness of the other possibilities in real India,” the company stated. After people upload their videos on Instagram, Samsung will select and upload them on a microsite in the form of an interactive map of the country.
The company will give away seven Galaxy A70 smartphones every week to the winners, and 10 Galaxy A80 smartphones and 10 Samsung 43-inch smart TVs to the most interesting videos, at the end of the campaign. “We are not going to restrict it to only to Samsung users. People with any smartphone can participate,” said Singh.
Samsung will curate and filter the videos posted on its micro-site to ensure “brand safety” and to remove any possible profanity or controversial content.
The company will use ‘social media influencers’ to promote the campaign and Singh said that the marketing approach will be “minimalistic”. “The campaign is not a hard-sell (for Samsung products),” Singh added. According to Singh, 2019 has been a “dramatic” year for the company.
“The S-series resulted in a fantastic market share gain that we have had in the premium segment. Our portfolio has become much stronger for the online space with the introduction of the M-series. That is a big improvement from where we were,” he said.
Published on May 10, 2019
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