Mumbai: Mobile and consumer electronics brand Samsung today launched a nationwide digital campaign, #IndiaReadyAction, empowering Gen Z and millennials to break stereotypes about India, by capturing and sharing videos of Real India through their smartphones.
“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 most 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,” Ranjivjit Singh, Chief Marketing Officer, Samsung India, said.
“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,” he added.
The campaign, which has been initiated through the launch of a campaign video conceptualized by Samsung’s creative agency Cheil India.
As part of the #IndiaReadyAction campaign, Samsung will also be organizing 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.
“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,” said Emmanuel Upputuru, Chief Creative Officer, Cheil India.