New Delhi: Cheil India has launched a new campaign for Samsung, highlighting the remarkable grit, determination, and spirit of Neeraj Chopra, their Galaxy Z Fold series ambassador and super-user. Titled “India Cheers Neeraj,” the campaign is a compelling fusion of stunning visuals, evocative sounds, and deep emotions, showcasing how the nation is uniting behind Neeraj as he prepares for the Olympic Games.
At the heart of the campaign is a visually striking 120-second film that captures the essence of an Olympian’s dedication and hard work. The film artfully combines images from across India to show how ‘his people’ support him in spirit. It features a diverse array of scenes—from bustling city life and tranquil rural landscapes to the cultural richness of Kashmir and the vibrant dance traditions of Southern India. This portrayal reflects not only the nation’s aspirations for their hero but also Neeraj Chopra’s relentless drive to overcome obstacles and elevate India to the top once more.
The film’s standout achievement is its authenticity, presenting Neeraj Chopra as “the common man’s hero.” It depicts farmers at dawn, children in the rain in urban areas, a mix of dancers and musicians in the hills, athletes and bikers on the streets, and young professionals in modern offices—each person from various walks of life making a javelin throw gesture to show their support for a humble and beloved sports icon with an unwavering spirit.
“Samsung believes in empowering individuals to push beyond their limits and achieve greatness. We are putting our might behind Neeraj Chopra, who embodies excellence and limitless possibilities—values that are deeply respected at Samsung. With the ‘India Cheers for Neeraj’ campaign, we aim to harness the collective energy of the nation and ‘Unfold the Best’ in India’s quest for gold in the Paris Olympic games. We aim to invite all Indians to join us in cheering for Neeraj,” said Aditya Babbar, Vice President, MX Business, Samsung India.
Vikash, Chemjong, CCO at Cheil India, marvelled at the original cinematic quality of the piece. “In the wake of a recently won Cricket World Cup, we wanted to bring out the emotion of ‘an entire nation holding its breath once more’. But this time it’s for one athlete who has already done the impossible by winning gold at the last Olympics” he said. “The film’s fleeting montage style is the unifying thread that connects every Indian to this beacon of national pride.”
Vikash was highly appreciative of the film craft, quoting “In his unique style, director Akash Bhatia has emphasized on Neeraj’s state of mind, where the training grounds in Europe and foggy pathways of the Indian hinterland intertwine, blending both the imagery and music in a perfect symphony. It encapsulates what the Olympian is feeling during practise – a billion hands are behind his one golden throw.”
“Complemented by a music track, created by Jamroom, that mixes traditional Indian instruments and digital soundscapes, the film is bound to create an emotional stir in the viewers.” he added.
The campaign was first revealed with the hashtag #IndiaCheersNeeraj at the India Unpacked event for Galaxy Z Fold 6 and Flip 6 launch. It is currently being rolled out across digital platforms, cinemas and print media. Samsung has launched a microsite https://www.samsung.com/in/neeraj where fans and followers of Neeraj Chopra can cheer for him. As the Paris Olympics events has been inaugurated, the brand is calling in for more support from the nation to inspire Neeraj.
So far the campaign has generated a significant buzz on social media, with the hashtag #IndiaCheersNeeraj having amassed over 343,000 conversations. From tech reviewers to renowned influencers, all have shared their support, amplifying its reach and impact. More celebrities and sporting legends are also joining in the movement, showing their unwavering support for India’s Olympics team.
Credits
- COO: Sanjeev Jasani
- CCO: Vikash Chemjong
- Campaign Director: Kapshin Cho
- National Head, Samsung Business: Mandeep Sharma
- ECD: Kaushik Datta
- CSO: Sourav Ray
- Business Head: Saksham Kohli
- Creative Team: Madhumita Deb, Shekhar Kumar, Aaheli Dutta
- Account Management: Prabal Gaur, Drishti Ganguly
- Planning: Kunal Ghosh
- Films Producer: Agency Revati Ahuja
