Samsung India brings a new TVC and Digital campaign ‘Samsung Smart Class’, which the engaging and emotional success story of a young village boy, Sadanand Ugale, who secured a study trip to Australia from Jawahar Navodaya Vidyalaya in Aurangabad, Maharashtra.
Ranjivjit Singh, Chief Marketing Officer, Samsung India,
“Samsung Smart Class aims to bridge the digital divide between rural and urban India. The response to the campaign video has been phenomenal. It showcases the transformation in the life of a young village boy because of Samsung Smart Class and it is heartwarming that students from rural India are now becoming front runners of digital India. We have been running Samsung Smart Class in Jawahar Navodaya Vidyalaya as a CSR initiative since 2013. Over 2 lakh students have been introduced to modern learning with the help of latest technology, helping them to dream bigger. And this is only one of the many stories that has emerged from the Smart Class initiative.”
Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India said,
“Samsung India has been running a successful CSR programme for the past many years. As the the efforts started showing results, Cheil India was tasked to develop a campaign for the same. Because the project is so dear to Samsung India, a thorough, consultative process ensued over the next six months. A considerable team was put on the job. And what has emerged is an emotional story that was inspired by the achievements of a real life hero, Sadanand Ugale.”
Tarvinderjit Singh, Executive Creative Director, Cheil India said,
“Writing this script was an exercise in balance. I had to keep in mind that this was a story inspired by someone real yet my pen had to deliver enough drama to make for engaged viewing. Once I achieved that harmony, the same discipline was asked of production. Going by the generous reception that the film has received it seems that our mad collaboration with Bob, Good Morning Films, Shanker Raman, Subhajit Mukherjee and Piyush Misra has come good.”