New Delhi : Samsung India Electronics Ltd (SIEL) has increased its advertising budget by about 15 per cent this year, taking it up to Rs 80 crore from Rs 65 crore it spent during the last year. The company has also renewed its one-year contract with film actress Tabu following research that her association with its range of home appliances had helped the brand grow. Tabu had endorsed Samsung's range of home appliances last year. The association has been renewed for another year wherein she will continue to endorse the Samsung brand of home appliances in its new campaign.While the first phase of advertising will break in February with a streak of TV and print ads, more product-specific campaigns will follow all through the year. Strategically, Samsung's communication, this year, will be aimed to take its digital credentials forward to the `benefit mode' from the `conceptual stage'. ``We're graduating from introducing the digital concept to the benefit mode, this year,'' SIEL's spokesperson said.
While details about the campaign are not known, the baseline will be ``Samsung products make your life more enjoyable''. The company will all through its ads communicate the benefits of the technology rather than just talk about technology. The company had all through last year educated the consumer about digitalisation through its campaign `Samsung Digitall-everyone's invited'. ``This year we're communicating the benefits of digitalisation to the consumer,'' the spokesperson added. The Rs 80-crore account is split between two agencies-Mudra Communications and Triton. While Mudra handles colour televisions, refrigerators and DVDs, Triton has Samsung's air-conditioners, microwaves and washing machines business.
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