Indian Millennials Come Out to Break Stereotypes Through Samsung’s ‘India Ready Action’ Campaign

Marketing | May 21, 2019 | News

Samsung, India’s most trusted mobiles and consumer electronics brand, shared the first set of trends depicting the stereotypes Indian Gen Z and millennials want to break through India Ready Action campaign. The campaign has already received an overwhelming response with over 53 million views on YouTube and is providing the youth of the country an unparalleled platform to change perceptions and share their views on ‘Real India’.

A recent survey conducted by Samsung found several stereotypes about India exist in the minds of foreigners. To them, the Taj Mahal or river Ganga is 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,” Ranjivjit Singh, Chief Marketing Officer, Samsung India, said.

“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.

Participants of India Ready Action campaign from across the country have been sharing short videos on themes such as food, places, entertainment, and culture and posting them on their Instagram accounts tagging @SamsungIndia, using the hashtags #IndiaReadyAction, #City and #Theme. The entries show football gaining traction in the country, fans enjoying music concerts, beautiful streets of India and the varied cuisines from different parts of the country.

The videos that are being posted on Instagram are being populated on an interactive map of India hosted on a Samsung India microsite. The company aims to create a map of Real India as seen through the eyes of Gen Z and millennials.

Samsung has a strong connect with Gen Z and millennials in India. It listens to them very closely and gets a lot of insights from them. From R&D to product development to marketing, 100% of Samsung’s efforts are geared towards Gen Z and millennials.

The new Galaxy A series of smartphones based on insights from young millennials has received great traction with five million smartphones sold in less than 70 days, earning revenues of $1 billion.

To further the #IndiaReadyAction campaign, Samsung had organized a Consumer Workshop in partnership with Instagram at the iconic Samsung Opera House in Bengaluru on May 17, where people learned how to create good videos. Consumers across the country can also view the workshop on Facebook.

The campaign, initiated through the launch of a campaign video was conceptualized by Samsung’s creative agency Cheil India.

Every week, Samsung will announce 7 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 AMOLED Infinity U display to give young consumers the freedom and convenience to share, stream and play all day long. There’s more! 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.

Samsung, India’s most trusted mobiles & consumer electronics brand, shared the first set of trends depicting the stereotypes Indian Gen Z & millennials want to break through India #IndiaReadyAction

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