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...