Samsung: From storing to making, a refrigerator story

Samsung, an electronics company, launched a campaign in India to become the leader in the Indian refrigerator market.

Campaign details

Brand: SamsungBrand owner: SamsungEntrant company: Toaster India GurugramIdea creation: Cheil India, Gurgaon / Toaster India Private Limited, GurugramMarket: IndiaSector: Home appliancesMedia channels: Online display, Online video, Search marketing, 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 1 position.

The only way to thrive in this market was to innovate. The brand needed an innovation that could cut...

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