Samsung A7: Turning a grim picture into a success story

Ruchi Kohli, Naresh Krishnaswamy

Technology company Samsung faced declining market share in the smartphone category in India.

Campaign details

Brand: Samsung A7Brand owner: Samsung India Electronics Pvt. Ltd.Lead agency: Cheil India Private LimitedContributing agencies: Conversation FilmsCountry: IndiaIndustries: Mobile devicesMedia channels: Social media, TelevisionBudget: 5 - 10 million

Executive summary

Samsung has been a leader in the mobile phone market in India for many years, especially in smartphones, but the entry of Chinese brands into the market changed this. In mid-2018, Samsung faced a strong challenge from Vivo in its mid-premium segment, which overtook it in market share for the first time in...

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