Latest campaign by the Indian branch of the South Korean giant — #SamsungCares — is promoting the launch of customer service for the rural areas of India. As part of the large firm’s initiative to take customer service to the doorsteps of clients living in the hinterlands of India, Samsung succeeded to fuel emotions of viewers all over the world, and not just their Indian customers.

Like other campaigns that are looking forward to help those who are going through difficult times, such as Red Cross campaign “Merry Christmas from Syria” that wants to support refugee crisis overseas, Samsung’s will is to offer its top doorstep customer service in disadvantaged areas, of both rural and urban parts of India.

Made by Cheil India, the #SamsungCares campaign was broadcasted on over 50 television channels as a 90-second ad. Currently, the company’s network consists of over 3000 service points, and engineers can reach to their clients in over 6000 talukas across 29 states and 7 union territories. Since its release on December 30th, the advert has reached astonishing 38 million views. It follows the launch of Samsung India’s customer service initiative, that took place in October 2016, when the global electronics brand had introduced 535 Samsung customer service (SVC) vans to provide better services for its customers within different, and usually quite remote parts of the country.

#SamsungCares is not the only video that has gone viral in recent days. The Unofficial Adidas Advert by German student Eugen Merher managed to gather more than 10 million views on YouTube, but despite its success, Adidas didn’t take the chance to use this video as their own.

With the tagline “We’ll reach you wherever you are,” the Samsung video introduces an engineer that works at the company, who travels through a remote rural area, in order to provide help to a costumer. On the way to his destination, the engineer faces a plenty of usual obstacles of the Himalayas (narrow bridges, blocked, dusty roads and other hard surfaces, and even a herd of sheep), but when he finally arrives at destination he gets most surprised by the unusual customer.

With his efforts to bring a smile to his client, the video ends with the message “At times one must venture a little further than usual for the sake of relationships. That’s why Samsung service vans go to every corner of the country.” The ad represents the brand’s initiative to help people living in remote parts of the country, bringing helpful customer service to their doorsteps; while pointing out that no matter the obstacle, it will always arrive on time for memorable moments.

Speaking about the campaign, Samsung’s India Chief Marketing Officer, Ranjivjit Singh told The Indian Express: “Our new initiative of expanding to rural India, right up to the taluka level, helps us in taking care of our valued customers, wherever they are. The new campaign video gives a glimpse of yet another initiative towards our ‘Make for India’ commitment.”

As for Cheil India, the Executive Creative Director, Tarvinderjit Singh, says that “the commercial underlines Samsung’s vision of creating long-lasting relationships with its consumers through timely service.”

Back in July 2016, and as a sponsor of the Summer Olympics in Rio, the company created a message of global unity to show the true power and spirit of the Games. After adding their Indian campaign, it seems Samsung is really trying to create a world without barriers.

Credits

Client: Samsung

Agency: Cheil India

Voice: Mohit Chauhan

Director: Anupam Mishra

Producer: Crazy Few Films

Music: Dhruv Ghanekar