Samsung has grown from a small store in 1938 to becoming a leader in electronics, semiconductors, and other industries over the following decades. It has shifted from focusing on features and products to telling emotional stories through its marketing campaigns in India in recent years. This includes campaigns highlighting its support for education initiatives, road safety, and bonding between families. Samsung works with agencies to develop campaigns depicting real customer stories and care for communities. It aims to build pride and long-lasting relationships with customers in India through its emotional appeals.

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2. SAMSUNG TIMELINE
1938 – small store
1969s – electronics
1960 – services industry
1950 – 60 – daily commodities
1978s – construction and aviation
1980s – semi conductor business

3. 1938: Humble Beginnings
The 1960s: The Future of Electronics
The 1993: The Frankfurt Declaration

4. Samsung slogans
 Samsung For Today and Tomorrow (1993–2002)
 Samsung, Imagine (2002–2007)
 Samsung, Next Is What? (2007–2010)
 Samsung, Turn on Tomorrow (2010–2013)
 Samsung, The Next Is Now
 Samsung, The Next Big Thing is Here (2013–2017)
 Do bigger things
 Samsung, Do What You Can't (2017-Present)

5. According to company officials, the company’s name originates from
the Korean hanja word “Sam(three) sung(star)” which means
“tristar” or “three stars”.
 The word “three” represents something “big, numerous and
powerful”
Colors of the Samsung Logo
The use of blue color in the Samsung logo represents excellence,
reliability, and commitment in service. The white color, on the other
hand, stands for purity, elegance and charm.

6.  Samsung developed safe mobility apps such as S bike mode,
Car Mode and Walk Mode which promote responsible usage
of smartphones on the road are a part of Samsung’s ‘Make
for India’ initiative.

7. #Safe India Campaign
 In 2017, Samsung had pledged support to the Union Ministry of Road Transport and Highways’ drive
to reduce road accidents, especially those that happen due to irresponsible usage of smartphones.
India today has the highest number of road accidents globally.
 Samsung will also partner with traffic police departments in the four cities to communicate with
people on road safety through public information systems such as LED walls, text LED scroll bars and
LED public display signage positioned at prominent areas in these cities.
• Samsung cares for its consumers and the community around it.
• In India, one road accident fatality happens every four minutes. the country accounts for over 50% of
selfie-related fatalities in the world today. A study commissioned by Samsung India revealed that
nearly 60% of Indian two-wheeler users admit to ‘instinctively’ answering their smartphones when
driving, while 14% of Indian pedestrians admit to taking selfies while crossing the road at least once a
week.

8. #SAPNEHUEBADE - We care for the girl
child.
• The film showcases how Samsung cares for dreams of girls in India.
• Campaign with this one focusing on the education of young females in India.
• Campaign portrays the life of a girl who fights negative gender stereotyping to fulfil her dream of
pursuing higher studies at a Samsung Technical School. From the disappointment at the child's birth
owing to her gender to accepting her like a 'beta', to finally standing up for his daughter's rights and
acknowledging her as his 'pyari beti', the ad captures several moments of the father-daughter
relationship spanning across many years.
• CRITICISE- "It's a relevant initiative taken by the brand and is a need of the day, especially in rural
parts of India. But I'm not sure if it will really work for the brand because every third brand today is
speaking about 'Women Empowerment and Gender Equality’. A father eagerly waiting to hear the
news of a son’s birth, but he has to welcome a daughter. I didn't understand how the brand fits in
here.

9. •
• Ms. Nagar studied at Samsung Technical School in Jaipur. She is now a trained technician at a Samsung
Service Center in the Pink City. She plans to open a service center in her village soon.
• Nagar was felicitated by the Chief Minister of Rajasthan, Vasundhara Raje, for being a role model to
several young Indian girls.

10. #Feel the picture feel the love-
One of the most beautiful things in this world is -
A Father &Daughter relationship.
• The emotional campaign focuses on the ‘Technology of loving’ where Samsung
technology is bonding the families together.
• The film follows the journey of a young girl passionate for football, aspiring to become
a footballer and how she battles against her father’s choice and goes on to becoming a
winner. The campaign elicits different emotions of a girl and culminates into a
touching scene with the father finally crying while seeing his daughter win the match.
One can feel this love comes alive on Samsung QLED TV.
• One of the most beautiful things in this world is - A Father &Daughter relationship.
The bond that they share is very unique, special and grows stronger with the time. It’s
rightly said that a daughter can never outgrow a father’s heart. Wherever they are,
their love only grows stronger.

11. The campaign is inspired by the true stories from the Samsung customer. Customer told
that how tv is an integral part of their family as it is a witness to various emotions that the
family experience. Instead of showing the latest features of tv Samsung wanted to tell
their audience how Samsung tv brings emotions. The campaign is one of the closet
human relationships - that of a father and daughter. The beauty of campaign is how the
product and human relations has been interlinked without really boasting about it.

12. #SAMSUNG SERVICE -‘WE’LL TAKE CARE OF YOU,
WHEREVER YOU ARE.’ LAUNCHED ON DECEMBER 30,
2016
 The CAMPAIGN beautifully depicts how Samsung handles its customer
relationship.
 The spot wasn't inspired by any true stories.
 "The idea was to tell the story in a compelling way that illustrated our
commitment to take care of our customers, no matter where they are."
Samsung launched 535 service vans in October 2016.
 #Samsung Service has become the highest-viewed advertising video in the
Consumer Electronics and Smartphones category worldwide and the
highest-viewed advertising video on YouTube across all categories in
India,

13.  The campaign of Samsung India Service video has ranked No. 1 in the YouTube 2017
Ads Leaderboard. The leaderboard showcases the most engaging ads that people
watch on YouTube.
 200 million views. Put differently, one in seven Indians has seen the film. That’s the
power of a story told with heart.
 Ajay Chandwani, Director, Percept India, said, “As an idea of a service brand that goes
to remote corners of India, it is not unique. Maruti was one of the first ones to do
it. Having said that, they have managed to get a platform which is emotional. The film
will have repeated views because it has sincerity and warmth . The blind hostel
situation and children are heart tugging and sincere.
 The brand comes through as a friend which shares genuine relationship with people
and not just an efficient service operator.

14. #DIGITALINVERTERREFRI
GERATOR The campaign designed through a heart-warming story of the relationship
between a mother and a daughter.
 The heart-warming campaign touches hearts with different emotions of joy, love
and care.
 Strong bond
 The campaign showcases the brand ethos of Samsung of caring about consumers
at every step and bringing in innovative technologies to solve real life problems.
 The 60-second film focuses on a real life situation.
 The end of the film shows the daughter buying a similar refrigerator for her
mother, hoping that the refrigerator takes care of her mother like her mother
takes care of her.

15.  “Since SAMSUNG inspired by Indian consumers, SAMSUNG also use the integrated
approach to create product and innovations for them.
 For example in Galaxy J7 model, they have ‘ultra-data saving mode’ because India is a
totally prepaid market and SAMSUNG want to convey consumers in a way that they would
relate.
 For such ads, SAMSUNG need to approach Indians and that’s why it has Indian faces and
models as it helps in creating a very strong connection and a brand love.
 Talking about SAMSUNG global flagship, Samsung Galaxy S8, SAMSUNG opt for global ads
because the insight is universal. The infinity display offered by the product is the global
insight and for that SAMSUNG need not to make an Indian ad to communicate it.”

16. 8LAC +

17. YouTube campaigns:
Do what you can’t- human nature, Samsung galaxy our galaxy
Upgrade to galaxy

18. Samsung partners with UNESCO to showcase VR films on Taj Mahal,
Sun Temple

19. 12CR. +
FOLLOWERS
NINE IS MINE

20. 437K
FOLLOWERS
LATEST CAM.
GALAXY S9/S9+

21. FOLLOWERS
1.66 M
LATEST CAM.
GALAXY S9/S9+

22. People after watching the add they interact with the
campaign by commenting, liking, and sharing. The
comments that have come on YouTube are fantastic in
terms of how heart-warming they felt after viewing the
campaign.

23. PRINT ADVERTISING

25. SAMSUNG SIGNS UP AS THE PRINCIPAL
SPONSOR FOR MUMBAI INDIANS

26. LAUNCHING OF SAMSUNG SMARTPHONE:
CEO OF SAMSUNG SOUTH WEST HC
HONG.
ASIM WARSI SENIOR VICE PRESIDENT
MOBILE BUSINESS IN INDIA.
ATUL KASBEKAR PHOTOGRAPHER AND
FILMMAKER.

27. Why Samsung India Focus on
Emotional Plea Campaigns

29. AUGUST 19, 2016
NOTE 7 LAUNCH
ANNOUNCED TO
RECALL NOTE 7
DUE TO BATTERY
BURNOUT.
SENT TEXT TO
OFFER
REPLACEMENT OF
PHONE.
COMPLETE
TERMINATION OF
SALES, REPLACEMENT
AND
MANUFACTURING
HOSTED NOTE 7
CONFERENCE
RECALLED 97% OF
3.06MILLION NOTE
7S SOLD

30.  This comes a year after the previous model, Note7, had to be
recalled and prohibited from being carried in flights after
several reports of its batteries catching fire.
The handset boxes were accompanied by a note that said: “A
year ago, we asked you to turn it off. We welcome you today on
board.”
 87% are satisfied with the note 8.
 82% would like to recommend to colleges family and
friends to buy Samsung note 8.
 67% said they would buying the next note device.

31. CHIEL INDIA– MARKETING AGENCY OF
SAMSUNG INDIA.
 Campaign has been conceptualized by Cheil India.
 Cheil SWA. “Our brief was to build an emotional connect
with the consumer underpinning Samsung’s technological
innovations.

32. Ranjivjit Singh.
Senior Vice President –
( Corporate Marketing,)
CMO at Samsung India Electronics.

33. Q] Who do you perceive as your biggest competitor in the two categories that
contribute to a major chunk of your sales in India - Television sets and mobile
phones?
As a true market leader, we focus on driving the category
and expanding the market. Focus for us has been on
customers rather than competition.

34. Q] Samsung clearly is attempting to build an emotional connect with
customers in rural areas with the campaign #SamsungCares. What kind of
marketing insight led to it? There is also a shift from the products and
services features storyline to the emotional routes. Is there any specific
strategic reason?
 Singh explained, “We want people in India to feel proud to own the Samsung
brand and we try to do that by making long-lasting relationships. We have never
talked about the stories earlier but now when we do, we find that people are even
getting closer to the brand with the kind of good work which Samsung is doing.
Its not just advertising, its about telling real life stories where people appreciate
the authenticity.”

35. SAMSUNG CARES FOR INDIA :
 Samsung smart classes in 500+ navodaya school
and 2.5l students.
 Technical school 21 and 3000+ got trained.
 2 factories 5 r&d centre 1 design centre and 70000+ employees.
 More than 3000 service point 535 vans.
 Samsung is thoroughly is make in India company all Samsung phones are made in
India.

36. 1.NO.1 SMARTPHONE BRAND SINCE 2012?
2.NO.1 MOST TRUSTED BRAND IN INDIA. 2017?
3.World largest display 146inch micro led tv THE WALL?
4.NO.1 LEADERSHIP PREMIUM SMARTPHONE CATEGORY IN
INDIA?
5.OF WHICH COMPANY SMARTPHONE HAVING WORLDS FIRST
INFINITY DISPLAY?
6.XIAOMI VS SAMSUNG WHO SOLD MORE SMARTPHONE IN
2017?

39. So thankyou for believing in Samsung
And
inspiring Samsung to be better.