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Show The Real India To The World
Samsung’s #Indi-aReadyAction cam-paign seeks to break the stereotypes as-sociated with India by encouraging millen-nials to showcase their idea of India through unique videos
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A recent survey by Samsung found that several stereotypes about India exist in the minds of foreigners. To them, the Taj Mahal or river Ganga are the only major tourist attractions in the country, food means spice and curries and entertainment is only Bollywood and cricket. To create more awareness about what India has to offer, Samsung launched a nationwide digital campaign, #IndiaReadyAction, empowering Gen Z and millennials to break stereotypes about the country.
The campaign encouraged Gen Z and young millennials in India to share up to 60-second videos of their vision of Real India. The campaign, which started with the launch of a video, has been conceptualised by Samsung’s creative agency Cheil India.
Ranjivjit Singh, Chief Marketing Officer, Samsung India, said: “At Samsung, 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 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,” adding,“Our recently launched Galaxy A series smartphones and Samsung smart TVs enable people to move from an era of selfie to an era of live, where people foster more authentic and meaningful connections.”
While the amount of time Gen Z and millennials spend on video consumption has grown by over 50 per cent, content creation has seen an even bigger jump. Samsung has seen rear camera video recording grow by 900 per cent in the last one quarter and front camera video recording grow by 700 per cent in this period. Priding themselves on spontaneity and creativity, these digital natives don’t just shoot stills, but create videos. They’re adding filters and experimenting with AR effects and are sharing their life stories through videos. With #IndiaReadyAction, this generation will be empowered to showcase Real India through their unique videos.
Participants could share their view of Real India through short videos on themes such as food, places, entertainment and culture. Participants can shoot videos using any smartphone and post on their Instagram accounts.
Talking about the campaign’s idea, Emmanuel Upputuru, Chief Creative Officer, Cheil India said, “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.”
As part of the campaign, Samsung will also be organising a consumer workshop in partnership with Instagram at the iconic Samsung Opera House in Bengaluru on May 17, where consumers can learn how to create good videos. Consumers across the country can also view the workshop on Facebook from May 18.