In the latest CSR initiative by the technology brand, Cheil India conceptualises a campaign where technology helps to bridge the digital divide between rural and urban India
BestMediaInfo Bureau | Mumbai | October 25, 2016
Samsung India unveiled a new television and digital campaign for its citizenship initiative âSamsung Smart Class,â capturing the engaging and emotional success story of a young village boy, Sadanand Ugale, who secured a study trip to Australia from Jawahar Navodaya Vidyalaya in Aurangabad, Maharashtra.
The film (#SapneHueBade) builds on Samsungâs commitment to harnessing its legacy of innovation to positively transform communities and create a better life for people through its citizenship initiatives. Launched in 2013 in association with Navodaya Vidyalaya Samiti, Samsung Smart Class is the companyâs flagship citizen programme in India, currently available in 373 Jawahar Navodaya Vidyalaya schools run by the Ministry of Human Resource Development, Govt of India, and benefitting over two lakh students.
The flagship programme aims to bridge the digital gap between rural and urban India and provide equal opportunities for quality education to children from all backgrounds. Over 7,400 teachers have been trained how to use interactive technology to teach.
The four-minute film is an emotional story inspired by Sadanand Ugale, a boy from rural Maharashtra. He was a student of Jawahar Navodaya Vidyalaya in Kannad (Aurangabad). The film is told from his fatherâs point of view and revolves around his longing for the only son. Itâs only when the father visits his sonâs boarding school that he discovers the immense difference that Samsung Smart Class has made to his sonâs vision and the real reason behind him staying away from home. The father is not only overwhelmed but also surprises the audience with his unambiguous approval in the end.
The film has been pledged by Cheil India and is directed by Shashanka Chaturvedi (Bob). Good Morning Films is the production house for the campaign.
âSamsung Smart Class aims to bridge the digital divide between rural and urban India. The response to the campaign video has been phenomenal. It showcases the transformation in the life of a young village boy because of Samsung Smart Class and it is heart-warming that students from rural India are now becoming front runners of digital India. We have been running Samsung Smart Class in Jawahar Navodaya Vidyalaya as a CSR initiative since 2013. Over two lakh students have been introduced to modern learning with the help of latest technology, helping them to dream bigger. And this is only one of the many stories that has emerged from the Smart Class initiative,â said Ranjivjit Singh, Chief Marketing Officer, Samsung India.
Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India, said, âSamsung India has been running a successful CSR programme for the past many years. As the efforts started showing results, Cheil India was tasked to develop a campaign for the same. Because the project is so dear to Samsung India, a thorough, consultative process ensued over the next six months. A considerable team was put on the job. And what has emerged is an emotional story that was inspired by the achievements of a real life hero, Sadanand Ugale.â
Tarvinderjit Singh, Executive Creative Director, Cheil India, said, âWriting this script was an exercise in balance. I had to keep in mind that this was a story inspired by someone real yet my pen had to deliver enough drama to make for engaged viewing. Once I achieved that harmony, the same discipline was asked of production. Going by the generous reception that the film has received it seems that our mad collaboration with Bob, Good Morning Films, Shanker Raman, Subhajit Mukherjee and Piyush Misra has come good.â
Client: Samsung India Electronics
Creative Agency: Cheil Worldwide SW Asia
Creative Team: Sagar Mahabaleshwarkar, Tarvinderjit Singh
Account Management: Kundan Joshee, Anirudhha Deb, Puneeta Trivedi, Shashank Srivastava
Director (of the TVC): Shashanka Chaturvedi
Executive Producer: Vikram Kalra
Production House: Good Morning Films
Post production studio: Good Morning, Boing, Famous Studio