Ad Infinitum: Giving Shape To Dreams

Samsung India’s latest campaign #SapneHueBade is a big hit now. The digital film, which showcases how Samsung cares for the girl child in India, crossed 80 million views on YouTube within just four weeks of launch. The film revolves around the real life story of Seema Nagar, capturing the trials and tribulations she went through before entering Samsung Technical School and how it enabled her to dream big. The protagonist in the video, who received training at the Samsung Technical School, Jaipur, currently works at a Samsung Service centre in the same city. She is, however, now on her path to realise her dream to open a service centre in her village.

Says Samsung India’s chief marketing officer Ranjivjit Singh, “With the Samsung Technical School initiative, we aim to skill the youth of this country from humble backgrounds by imparting advanced training on latest consumer durables and mobile phones. This initiative contributes to the government’s vision of enhancing skills amongst youth. The brief given to the agency was to deliver a real life story from within Samsung Technical School that would inspire a whole generation of girls to take up technical education and also encourage parents to support the girl child. ”

So far, the campaign video has been viewed by a record 24 million women, the highest for any ad video on YouTube in India.

Samsung Technical School, which is a part of Samsung’s citizenship initiative, was started in 2013. It aims to support the government’s vision to make India a global manufacturing hub by addressing the need for skilled manpower. There are 22 such centres set up across India in collaboration with the Ministry of Micro, Small and Medium Enterprises and the departments of technical education in different states such as Rajasthan, Kerala, Bihar, Delhi, West Bengal, Karnataka and Jharkhand.

Samsung schools have so far trained over 2,000 youth and made them job-ready for different technical trades. Around 70 per cent of these students have found jobs, 45 per cent of which are with Samsung service centres.

Talking about the creative journey of this campaign, Cheil India’s executive creative director Tarvinderjit Singh says, “Advertising stories that celebrate strong women focus on the superhuman efforts of the trailblazers. In reality, the front line of the fight is in the mundane and the routine. This is where brave girls like Seema Nagar are marking their territory and overturning perceptions every day.