In India, Samsung Wants to Feel More Like a Local Brand, CMO Says
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In India, Samsung has many products and services developed locally with Indian consumers in mind: smart ovens that cook naan and tandoori rotis, and air conditioners designed for extreme weather and electricity issues.
Now the South Korean electronics giant is making ads in India with a more authentic local feel, striving for emotion instead of just zooming in on product tech features.
The strategy seems to be working: A four-minute video about a Samsung service van venturing into the Himalayas crossed 100 million views in seven weeks. The moving spot from Cheil India has a surprise ending, which involves a home for blind children and the reason they urgently need their TV repaired. The ad promotes a local service initiative, with 535 vans to reach customers even in remote areas. (Watch the video above).
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