Campaign details
Brand: SamsungBrand owner: SamsungEntrant company: Cheil India, GurgaonMarket: IndiaSector: Mobile devicesMedia channels: Content marketing, Gaming, in-game advertising, Online display, Online video, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
To combat the leadership of non-differentiated and cheap Chinese Smartphone brands in India, a new series was launched by Samsung - the Galaxy M. It had a singular focus – a powerful battery, complemented by support features.
However, the buyer expectations were different from what the M Series was bringing. The economy-segment (less-than-300 USD)...