India’s nightlife is as occurring as the many galas’s celebrated with gusto; the Baratang Island within the Andamans is a have to go to travel destination; sports activities suggest a good deal greater than simply cricket; local rock tune together with a throbbing theatre lifestyle is equally applicable to millennials with regards to enjoyment. Gen Z and Millennials from across India took to breaking stereotypes related to the usa thru the Samsung ‘India Ready Action’ marketing campaign, the usage of video as their medium of expression.
After a four-week long a successful campaign that noticed 161.8 million engagements on Instagram and Facebook, the motion pictures despatched by using contributors showcased a special India – the Real India that its children want to expose the arena. This made #IndiaReadyAction the most engaging marketing campaign on Instagram and Facebook in the remaining yr.
Interestingly, it is millennials from non-metro towns across India who led this alteration-showcase thru their films. Video entries at some stage in the campaign got here from diverse places along with Gangtok, Sangli, Pauri, Jorhat, Nayagarh, Kedarnath, Morbi, Bharuch, and Ganderbal, to call some.
A current survey via Samsung, India’s Most Trusted cell and consumer electronics logo, observed several stereotypes approximately India exist in the minds of foreigners. To them, the Taj Mahal or river Ganga is the most effective primary traveler points of interest within u. S . A ., food way curries and spices, amusement is simplest Bollywood and cricket. There is little focus on the alternative possibilities in Real India.
Riding on young India’s love for expressing themselves thru videos, the #IndiaReadyAction marketing campaign entreated Gen Z and millennials in India to proportion their vision of Real India thru movies that assist destroy stereotypes that exist about u. S. A .. Gen Z and millennials today are not just content material customers, they’re additionally content material creators. They are also very socially conscious, driven through a zest for India.
“At Samsung, we take delight in our understanding of what Indian millennials are searching for,” said Ranjivjit Singh, chief advertising and marketing officer, Samsung India. “#IndiaReadyAction provided young millennials a platform to showcase Real India thru their video advent abilties. The marketing campaign drew strong participation with millennials from across the country sending of their particular video content, attempting to interrupt several stereotypes that exist approximately India.”
“Millennials live inside the ‘Era of Live’ and this marketing campaign hooked up that video is speedy turning into their desired medium of expression. Our these days released Galaxy A series smartphones and Samsung Smart TVs enable people to transport to an Era of Live,” he delivered.
Over 45% of the entries centered on breaking stereotypes about ‘Places’, truly indicating that children have a strong connect with their personal towns. From the Blue Mountains of Ooty to Vagamon in Kerala, from the valleys of Spiti to Bhilwara in Rajasthan to Andaman’s scenic Mayabunder, youngsters shared films of those locations just as they shared the architectural wonders of Gwalior Fort and Charminar. It wasn’t just herbal landscapes or heritage residences; entries during the marketing campaign contemplated the satisfaction that millennials are taking in a growing India and its changing infrastructure.
Gen Z and Millennials from Kollam, Kullu, Wayanad, Ratnagiri, Jalgaon, and Ahmednagar took at the stereotype that ‘India is polluted’.
With 23% of the entries underneath the category of ‘Food’, millennials challenged the stereotype that ‘India is pretty much curries’. They showcased delectable Mughlai dishes of Old Delhi, Tibetan food, goodies of Jharkhand, special varieties of Vada Pao, Fafada Jalebi, Tandoori Tea and lots of other Indian road food.
It wasn’t simply Indian meals, younger video creators also attempted to break the stereotype that India doesn’t offer worldwide cuisine with entries showcasing Lebanese shawarma to nitrogen ice-cream.
“At Cheil we always have our finger at the pulse of the millennials. We observe their conduct, passion, and tendencies. The #IndiaReadyAction campaign gave them a platform to showcase their creativeness. We are overwhelmed with its achievement. Some of the motion pictures they created to break stereotypes are genuinely superb. We wish to ignite these millennials in many distinct approaches going forward,” said Emmanuel Upputuru, chief innovative officer, Cheil India.
“Instagram is at the middle of visual communique, creativity, and storytelling and we, as a result, partnered Samsung for their adolescents-targeted #IndiaReadyAction campaign that visually pursuits at breaking cultural stereotypes in India,” stated Sandeep Bhushan, director, and head of India GMS, Facebook. “From content workshops for human beings at the iconic Samsung Opera House to leveraging the electricity of creators who epitomize Instagram, the campaign crowd-sourced content in a reporting manner and resulted in big logo blessings. We’re satisfied to have partnered Samsung to tell their brand story in a completely unique manner.”