Amongst the many brands that have used the Indian Premier League (IPL) platform to showcase their products, one such prominent names is that of Samsung India Electronics. Samsung’s mobile division is sure that 2010 is about wrapping up a wider range of people with its sub-segments. For instance the samsung guru is now targeting the mass market in spite of the innumerable contenders pre existing in the market.
Asim Warsi, Head – Marketing, Samsung Mobile believes that IPL could be the most lucrative platform and use television as the mainstay media.
A four part campaign has been designed for the television, a four-part campaign ,the first of which was launched with IPL.The stars Aamir Khan as the brand ambassador Anurag Kashyap as the director.. Gulzar has jotted the lyrics, while Filmfare Award winner Amit Trivedi has composed the music.
The Campaign Objective:
For Warsi, the campaign objective clearly is to make a connect at a human level and show its relevance in consumer’s lives.
Although Guru was launched over two years ago, and the marketing exercise at that time had seen Samsung release a three-part campaign, which portrayed Guru as a guy who moved ahead in life with quick thinking, his mobile assisting him the whole way. This campaign sees an evolution in the brand personality, where Guru is a family guy more grounded.. Samsung has changed the brand character to make him a more inclusive guy.
Guru represents the largest belly of our consumer. There are several phones that we are advertising in this four-part campaign, some of which are existing and some yet to come.”
This is also the first time that Samsung would be leveraging Aamir Khan for a mass segment phone. ‘Next is What?’ This year, Khan would be seen connecting with a larger segment through the Guru campaign.
The campaign is the growth of a young man to make it big and the phone’s constant contribution in this journey that helps him stay connected with his family and his relationships.
For instance the film ends with the father saying, ‘you are going very far from us…’. Raghu interrupts him, saying, “I am not going far, I will stay close to your heart’, and he puts a Samsung Guru in father’s shirt pocket. It ends with the lyrics, ‘Dil toh Jeb Mein Rakha hai’, which connotes the phone in the pocket. . Each of the films highlights some key attributes of the various phones in the Guru series.
Next is what??Well don’t know about next but as of now samsung is all set to make the best of the present.
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