Samsung India ups the ante for its CSR initiatives in its campaigns

Samsung India has been upping the ante for its CSR initiatives in its communication. The company has taken the long format route to tell heart-touching stories of how it is playing a role in helping the new, aspirational India achieve its dreams. One such campaign is #SapneHueBade. 

The first film launched in this campaign in October 2016, told the story of Sadanand Ugale from a remote village in Maharashtra. The 4-minute long film shows how his life gets transformed with the help of Samsung Smart Class at Jawahar Navodaya Vidyalaya. 

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Building on Samsung’s commitment to harnessing technology to positively transform communities and create a better life for people through its citizenship initiatives, the company rolled out its second film as part of its #SapneHueBade campaign in May this year. 

Through the story of a young girl, Seema Nagar, from a small village in Rajasthan, the over 3-minute long film now only shows how Samsung Technical Schools are helping young India fulfill their ambitions, but also addresses the issue of gender stereotypes and caring for the girl child. The video has been viewed by a record 24 million women, the highest for any advertising video on YouTube in India.


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In December 2016, Samsung launched another long format ad for its service vans. The heart-touching film shows the story of how a young Samsung engineer, undaunted by rough terrain, attends to a customer complaint in a remote hilly area. His efforts help bring up smiles on the faces of a group of visually-impaired children, for whom their Samsung TV is the medium to celebrate their special moment – a girl from their hostel who is performing in a talent hunt show. 

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That’s not all. Recognising the selfie craze sweeping the country and how many put their lives at risk and even die while clicking that one amazing selfie just to garner likes on social media, Samsung Mobile last month launch a short ad film promoting a #SafeIndia. This film is an attempt to remind citizens about the dangers of using mobile phones while on the move and supports the Ministry of Road Transport & Highways’ efforts to make Indian roads safer. 

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According to Tarvinderjit Singh, ECD, Cheil India, it doesn’t matter whether an ad film is long format or short format, what really works is content that is interesting. “If the content is boring, even 5 seconds would seem too long. However, the length of the film should justify the content, although long format ads help to tell the story in a better way,” he added. 

Ranjivjit Singh, CMO, Samsung India, too felt that at times good storytelling does require time to communicate the desired message. 

Speaking on how the Samsung Technical School ad materialised, Tarvinderjit Singh said, “Samsung approached us with stories of five kids and a team met three of them. We decided to go ahead with Seema Nagar’s story as it seemed to be the most inspirational of all. The team went to Pushkar to recreate Seema’s home and the technical part was shot in the actual technical school where Seema studied in Jaipur.” 

Ranjivjit Singh added here, “Seema Nagar’s story in the digital film showcases how Samsung cares for dreams of girls in India and it is important for any brand to tell a story in a compelling way. The protagonist in the video, Seema Nagar, who got trained at Samsung Technical School, Jaipur, currently works at the Samsung Service Centre in the same city. She is now on her path to realise her dream of opening a service centre in her village.” 

The narrative gets a further boost from the song playing in the background. “Jugni”, sung by the famous Wadali Brothers, is the first venture of the noted Sufi singers into lending their voice for an ad. The lyrics were penned down by Anita Dutta. “It was while briefing Anita about the music that we decided to use the song ‘Jugni’, as we felt that the song would add up to the emotional and sentimental value of the campaign.”


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