Samsung targets first-time smart phone buyers with new campaign

Samsung India recently released a TVC to promote its new offering Samsung ‘Galaxy Duos Lite’, an android smart phone with useful applications targeted at first-time smart phone users.

Set in Gangtok, the TVC shows two youngsters who come across a wallet full of money lying on the road, and how they’re able to locate the owner with the help of the smart phone’s inbuilt application, Google Goggles.

Explaining the thought process behind the commercial, Rahul Saighal, chief marketing officer, Samsung India, said, “As the leader in smart phones, Samsung recognises that smart phones have still not touched the lives of millions of Indian mobile users. So, for non-users, smart phones may still seem aspirational. The Galaxy Duos Lite is an entry level smart phone for the
large portion of consumers who still haven’t used a smart phone in their lives.”

The challenge, Saighal explained, was to capture the attitude of a young smart phone user, show him as a confident and mature personality. At the same time, the intent was to showcase the ‘wow’ of android apps which make the user smart in various aspects of life, including locating people and places as depicted in the ad.

On why the commercial was shot in a place like Gangtok, he explained, “We wanted to showcase the lifestyle of travel and the role of the smart phone in an unknown place. We also wanted to establish that the youth of India have the right values. Since India is full of exotic locations, we wanted to start of the series with a story set in Gangtok, Sikkim. This can then be extended by shooting future TVCs in other lesser known but beautiful locations of India.”

The creative agency that has worked on the TVC is Cheil India. Other than TV, the media plan for the campaign consists of radio and digital media.

Credits:

National Creative Director: Varun Arora
Creative Director: Alabhya Vaibhav
Client Servicing:
Vice President: Chandramouli Prasad
Servicing Team: Srijeet Das
Director: Arun Gopalan