Samsung empowers Gen X to show the 'Real India' to the world

Mobile and consumer electronics brand Samsung has launched a nationwide digital campaign, #IndiaReadyAction, empowering Gen Z and millennials to break stereotypes about India, by capturing and sharing videos of ‘Real’ India through their smartphones.

The month-long campaign (live from May 9) #IndiaReadyAction will urges Gen Z and young millennials in India to share up to 60-second videos of their vision of ‘Real’ India that will break any stereotypes that may exist about the country in the world.

A recent survey conducted by Samsung found several stereotypes about India exist in the minds of foreigners. To them, the Taj Mahal or the river Ganga are the only major tourist attractions in the country, food means spice and curries and entertainment is only Bollywood and cricket. There is little awareness of the other possibilities in ‘Real’ India.

“At Samsung, we want to enable young Indians to ride the new trend of video creation and break stereotypes about our beautiful country. Our Gen Z and young millennials are a most vivacious, socially conscious lot, driven by a zest for India. Moreover, they are digital natives who live in the ‘Era of Live’ and video is fast becoming their medium of expression. #IndiaReadyAction is tailor-made for them to express themselves,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.

“Our recently launched Galaxy A series smartphones and Samsung Smart TVs enable people to move from an Era of Selfie to an Era of Live, where people foster more authentic and meaningful connections,” he added.

The campaign, which has been initiated through the launch of a campaign video, has been conceptualised by Samsung’s creative agency Cheil India.

With #IndiaReadyAction, this generation will be empowered to showcase ‘Real’ India through their unique videos.

Participants can share their view of ‘Real’ India through short videos on themes such as food, places, entertainment and culture. Participants can shoot videos using any smartphone and post on their Instagram accounts tagging @SamsungIndia, using the hashtags #IndiaReadyAction, #City and #Theme.

The videos that participants post on Instagram will be populated on a map of India that is hosted on a Samsung India microsite www.samsung.com/in/IndiaReadyAction. This will create a map of Real India, through the eyes of Gen Z and young millennials.

Every week, Samsung will announce seven lucky participants who will get the latest Galaxy A70 smartphone that comes with a host of disruptive features, including a 32MP triple rear camera capable of shooting stunning super slow-mo videos, a massive 4500mAh battery with 25W super-fast charging capability and a 6.7 inch sAMOLED Infinity U display to give young consumers the freedom and convenience to share, stream and play all day long.

At the end of the campaign, 20 of the most interesting videos will be rewarded with Galaxy A80 smartphones and Samsung 43 inch Smart TVs.

As part of the #IndiaReadyAction campaign, Samsung will also be organising a Consumer Workshop in partnership with Instagram at the iconic Samsung Opera House in Bengaluru on May 17, where consumers can learn how to create good videos. Consumers across the country can also view the workshop on Facebook from May 18.

“For the #IndiaReadyAction campaign, we wanted to marry the social consciousness of Gen Z and millennials, their pride in India and their new found passion for videos. The campaign challenges Gen Z and millennials to break stereotypes and change perceptions about India in the eyes of the world. We hope their videos will be really powerful,” said Emmanuel Upputuru, Chief Creative Officer, Cheil India.

The Campaign:

Credits:

Brand: Samsung Electronics India Pvt. Ltd.

Creative Agency: Cheil India

Creative Team: Emmanuel Upputuru, Nitin Pradhan

Integrated Team: Marvin Park, Abhishek Sen, Ram Deshpande

Production House: Quintet (South Korea)    

Director: Kwang Seok Kim   

Producer: Hansol Jang           

Music: Ban Seok Lee, Il Ho Jeon      

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