Samsung campaign encourages Indians bothered by cliches about the country to shoot their own films

For its latest campaign, Samsung has taken on a fairly persistent grouse among Indians: clichéd portrayals of the country, especially by Western media. This has not been helped by unflattering scenes of poverty and deprivation in popular Hollywood films like Slumdog Millionaire and more recently Lion.

And so, for its latest campaign created by Cheil, Samsung is encouraging young Indians to share 60 second videos of what they consider to be ‘real India.’

The launch film for ‘India Ready Action’ alludes to the country’s young population, its dynamic culture and rather puzzlingly, its “beautiful millennials”.

Films shot through the course of the campaign will be showcased on a microsite featuring an interactive map, creating a visual document of what the country looks like through the eyes of its young population. The creators of the best films – announced weekly – stand to win phones from the Korean brand. The 20 best creators could even win Samsung Smart televisions.

Samsung is also organising a workshop taking its young audience through video creation basics in association with Instagram which will later be streamed on Facebook.

Speaking about the campaign, Samsung India chief marketing officer Ranjivjit Singh said: “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.”

Cheil India chief creative officer Emmanuel Upputuru added: “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.”


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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing