Samsung India: Galaxy M Series – The Monster Rises

Kunal Ghosh, Kunal Duggal, Sourav Ray

Electronics brand Samsung used digital content to promote the power of the battery in its M series of phones to Gen Z, by framing it as a 'Monster' handset, and reclaimed its market-leading position in India.

Campaign details

Brand: Samsung IndiaBrand owner: Samsung IndiaAgency: Cheil IndiaMarket: IndiaSector: Mobile devicesMedia channels: Content marketing, Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

To combat the leadership of non-differentiated and cheap Chinese smartphone brands in India, a new series was launched by Samsung – the Galaxy M. It had a singular focus – a powerful battery, complemented by support features.

However, the buyer expectations were different from what the M Series was bringing. The economy segment (less than US$300)...

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