Campaign details

Brand: Samsung Galaxy A9 Pro
Brand owner: Samsung India
Lead agency: Cheil India Private Limited
Country: India
Industries: Mobile devices
Media channels: Events & experiential, Online video, Public relations, Social media, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

In 2016, most mobile phone brands were fighting it out on battery life. With its Galaxy A9 Pro, Samsung wanted to break out of the battery war and stand apart from competition.

Made with glass and metal, the Galaxy A series devices stood out as premium. The Galaxy A9 Pro not only retained the style quotient of the rest of the series, it was also power-packed with features like a 16-megapixel camera, 6-inch HD screen and 5000mAh battery.

Indian consumers wanted a phone that felt superlative in aspects like processor, battery, screen and camera. To showcase the superiority of all these features, video was chosen to put each of these features to the test at the same time.