Samsung Hits the Road in New Campaign from Cheil Worldwide India

Samsung India has launched a nationwide television and digital campaign showcasing its initiative to take customer service to the doorsteps of consumers in the hinterlands. Conceptualised by Cheil, the campaign film #SamsungCares went viral within few days of its launch and has already been viewed over 73 million times and shared over 64000 times on YouTube. 

In October 2016, Samsung launched 535 service vans, to ensure timely service to customers in the remotest corners of India. With the new addition, the Samsung service network is now over 3,000 strong from around 2,000 service points earlier. With this, Samsung’s reach will extend to customers in over 6,000 talukas across 29 states and 7 union territories, making Samsung’s service network the largest in this industry in India.

The new campaign showcases the journey of a young Samsung engineer, who is on his way to provide the services in a remote village in India. The commercial underlines Samsung’s vision of creating long lasting relationship with its consumers through timely service. 

“In the last 21 years in India, Samsung has grown to become the largest consumer electronics and mobile phones brand in India. With a wide portfolio of products that are sold across India through more than 150,000 retail outlets, Samsung also has a strong pan India service network. Our new initiative of expanding to rural India, right upto the taluka level, helps us in taking care of our valued customers, wherever they are. The new campaign video gives a glimpse of yet another initiative towards our ‘Make for India’ commitment. We are very happy to receive an overwhelming response from consumers across India, who have given a big thumbs up to the campaign with over 69 million views on YouTube in just 28 days,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.

The new campaign film is conceptualised by Cheil Worldwide India and was unveiled across 50 television channels supported by print, across cities and digital.

Mohit Mishra, Vice President – Integrated Services Cheil Worldwide India said, “With a deep understanding of its consumers, Samsung has been a pioneer of many Customer Centric Initiatives. The latest being the launch of Service Vans that will travel to each and every corner of India. The task in hand was to create a compelling campaign that not only lives true to the Campaign’s tagline ‘We’ll reach you wherever you are’ but at the same time, add a ‘purpose’ to Samsung’s Customer Service Initiative.”

Tarvinderjit Singh, Executive Creative Director, Cheil Worldwide India, said, “Briefs that promise ‘anywhere/wherever’ invariably lend themselves to “journey” films. Beautiful to see, difficult to recall. I wanted to go further, pun intended. I ended up writing the bravest story of my career so far, with wholesome support from our friends at Samsung. Then entered the unmatchable combination of Anupam Mishra, Rubais, Dhruv Ghanekar and Mohit Chauhan. However, the name that comes before all is that of the loveliest leading lady ever – Drishti.”

Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil Worldwide India, said, “Samsung is without doubt at the cutting edge of technology. But even the most advanced products need some TLC once in a while. While others might expect you to visit their service centres, Samsung visits you instead. That’s the measure of Samsung’s emotional investment in its customers. I am glad that the film adequately captures this warmth and commitment while balancing the rational demands of the brief.”