Samsung India: Creating brand love through the haze of cricket love

Samsung used social media to highlight the existence of its Technical Schools initiative and drive brand visibility in India.

Campaign details

Brand: Samsung IndiaBrand owner: Samsung IndiaLead agency: Cheil India Private LimitedCountry: IndiaIndustries: Mobile devicesMedia channels: Online video, Social mediaBudget: 500k - 1 million

Executive summary

Despite being the leader in the mobile phone category, Samsung's competitors Oppo and Vivo were gaining significant visibility with their aggressive marketing strategies and big-ticket cricket sponsorships. Samsung needed to create, and own, conversations beyond cricket during the cricket season, in a way that added to brand differentiation and deepened its connection with consumers.

With research revealing that Indian youth...

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