Samsung launched a campaign for its Galaxy Smartphones rendering a fresh take on making tech affordable. It further elaborates on its exchange offers which are ubiquitous in Indian households as the festive season approaches. The campaign features two Galaxy products from the house of Samsung and is inspired by the tradition of hand-me-down gadgets within the family.
The Galaxy S23 Ultra and Galaxy Z Flip5 are the centrepiece of the campaign as the company addresses the needs of Gen Z and millennials with features. The Galaxy S23 Ultra has a 200MP camera, Nightography, and a processor for all gamers, among others. The Galaxy Z Flip5 comes with a larger cover screen and compact design.
“Keeping true to our philosophy of making great tech affordable, The Samsung S23 Series builds on the philosophy of affordability where consumers can choose up to 24 months no cost EMI along with an exchange bonus on their old device driving our mission of digital India” Aditya Babbar, senior director, mobile business, Samsung India, said.
The campaign is anchored around a film and its essence is affordability. The film is about offers. Cheil India weaved a storyline around siblings. How one avails the zero down payment offer on the Galaxy S23 Ultra and returns his old phone to his younger sister, and how she upgrades that for a Galaxy Z Flip5 with an additional discount. The follow-up ads establish the archetypal relationship that a brother-sister have and the role the Galaxy S23 Ultra plays in each aspect of their relationship.
“We have shared our smartphones with our siblings and all we did was capture this moment in a tongue-in-cheek manner, not to mention the attractive offers that make it easier to upgrade to Galaxy phones” Vikash Chemjong, CCO, Cheil India, said.