Samsung India: Curd Maestro – A fridge that makes

Mainak Bag, Sourav Ray, Ashish Chandra, Mainak Bag

Electronics brand Samsung cemented its leading position in the refrigerator market in India with a digital and TV campaign based on an innovation within its fridge that helped with the making of curd.

Campaign details

Brand: Samsung IndiaBrand owner: Samsung IndiaAgency: Cheil IndiaMarket: IndiaSector: Home appliancesMedia channels: Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

The Indian refrigerator market is practically a duopoly between Samsung and LG. In 2019, Samsung had anticipated losing the hard-earned number-one position.

The only way to thrive in this market was to innovate. The brand needed an innovation that could cut across a heterogeneous culture and could still solve problems for the young, progressive Indian...

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