Campaign details

Brand: Samsung India
Brand owner: Samsung India
Lead agency: Cheil India Private Limited
Country: India
Industries: Mobile devices
Media channels: Online video, Social media
Budget: 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 identified with brands that had a social conscience and went beyond showcasing their products, there was an opportunity to tell a real story of victory in society.