Brand: Samsung Guru
Company: Samsung Mobile
Agency: Cheil Worldwide
Although "Guru" was launched 2 years back, and the marketing campaign at that time was a three-part campaign, which portrayed Guru as a guy who moved ahead in life with quick thinking, his mobile assisting him all the way. The new campaign sees a transition in brand personality, where "Guru" is used by a family guy more grounded.
Samsung has raked in Director Anurag Kashyap, lyricist Gulzar, music director Amit Trivedi to show a heart-warming story of how mobiles reduce distances. The ad depicts the story much common to the plethora of talented youngsters in villages grabbing jobs and leaving for the cities. And ofcourse, to keep in touch with their closed ones, comes the need of connecting with them via comparatively lesser priced mobile phones. Multiple ads throw light on different relationsips from that of a father-son, mother-son, to the relationship with his girlfriend.
The ad campaign clearly demonstrates the positioning of the series and differentiates itself from other handsets by targeting the first timers and the rural market of the country who have little or no previous experience of having used a mobile phone and are looking out for a low priced handset that solves their basic needs.
And as is the trend presently, Samsung too has used IPL platform to showcase its products.
Predicting that Guru would end up finding its way into thousands of pockets.
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