Young audiences don’t respond brilliantly to ads that tell them to buy products. Cheil India found a way around that for Samsung. It’s a call to India’s Gen Z and millennials to break the stereotypes around India, using the same way that young people “advertise’ their lives – in videos shared through smartphones.
The month-long campaign, #IndiaReadyAction, is led by a hero film that – very cleverly – entices India’s young people to share videos of the real India using an array of Samsung phone features. It’s a win for India, promoting India to the world. And a win for Samsung, promoting its smartphones to the most prolific smartphone users.
“For the #IndiaReadyAction campaign, we wanted to marry the social consciousness of Gen Z and millennials, their pride in India and their new found passion for videos. The campaign challenges Gen Z and millennials to break stereotypes and change perceptions about India in the eyes of the world. We hope their videos will be really powerful,” explained Emmanuel Upputuru, chief creative officer, Cheil India.
“At Samsung, we want to enable young Indians to ride the new trend of video creation and break stereotypes about our beautiful country. Our Gen Z and young millennials are a most vivacious, socially conscious lot, driven by a zest for India. Moreover, they are digital natives who live in the Era of Live and video is fast becoming their medium of expression. #IndiaReadyAction is tailor-made for them to express themselves,” noted Ranjivjit Singh, chief marketing officer, Samsung India.
“Our recently launched Galaxy A series smartphones and Samsung Smart TVs enable people to move from an Era of Selfie to an Era of Live, where people foster more authentic and meaningful connections.”
The campaign is built on the fact that there has been an exponential growth in video consumption over the years, led by Gen Z and young millennials, and that this generation of Indians is also leading content creation. They pride themselves on spontaneity and creativity, adding filters, experimenting with AR effects and are sharing their life stories through videos across multiple social platforms.
Participants can share their view of Real India through short videos on themes such as food, places, entertainment and culture. They can shoot videos using any smartphone and post them on their Instagram accounts tagging @SamsungIndia and using the hashtags #IndiaReadyAction, #City and #Theme.
The videos that participants post on Instagram will be populated on a map of India that is hosted on a Samsung India microsite. This will create a map of Real India, through the eyes of Gen Z and young millennials.
Every week, Samsung will announce 7 lucky participants who will get the latest Galaxy A70 smartphone that is loaded with advanced features. At the end of the campaign, 20 of the most interesting videos will be rewarded with Galaxy A80 smartphones and Samsung 43 inch Smart TVs. Galaxy A80 comes with Samsung’s revolutionary 48MP rotating camera enabling consumers to shoot same quality videos from both sides and a 3D depth camera capable of shooting live focus videos & ultra-wide camera with super steady mode. The campaign also coincides with the launch of Samsung’s new range of smart TVs, with benefits such as Home Cloud and Live Cast.
To support the #IndiaReadyAction campaign, Samsung will also be organising a consumer workshop in partnership with Instagram at the Samsung Opera House in Bengaluru on May 17, where consumers can learn how to create good videos. The workshop will be available to view on Facebook from May 18.
Credits:
Creative Agency: Cheil India
Creative team: Emmanuel Upputuru & Nitin Pradhan
Integrated team: Marvin Park, Abhishek Sen & Ram Deshpande
Production Company: Quintet South Korea
Director: Kwang Seok Kim
Producer: Hansol Jang
Music: Ban Seok Lee & Il Ho Jeon
