Hope beyond the hills- A brand's promise

While loads of sentimental advertisements cover the market, Samsung is yet again back with a noteworthy piece that will leave the viewers awestruck in its first view. Though this may be one of such clichéd advertisements, its varied approach is what makes it stand out.

 The first scene of the advertisement unfolds with the typical Samsung ringtone from a typical Samsung phone, picked up by a girl in the shadow before being cut shot to another scene. On the other side of the call is a young employee, Amit, in a Samsung jacket ready to board the Samsung Van to reach the girl who has filed a complaint. Unlike other advertisements where the brand name is highlighted only in the final act, this ad engraves the brand name in the viewer’s mind right from the beginning.

Amit is shown as a guy of commitment, ready to reach the complainant by the deadline of 7. He passes hilly terrains, mountains, rivers, hairpin bends and herds in his pursuit to reach the customer. He also tries to manoeuvre through different ways upon being faced with unavoidable hurdles. Through this, Samsung wants to establish itself as a dedicated and customer loyal brand.

Upon reaching, Amit is met by a surprise which forms the basis of rest of the advertisement. He is portrayed as a soft-spoken, humble guy with humane feelings. He stays with his customer for a little longer trying to fit in and understand his customer better. Through this act, Samsung tries to depict itself as involved in customer’s life.

At the end, when the complaint gets entertained, the television has been fixed, and everyone is back to being happy again, there is a relief on Amit’s face, an expression of job satisfaction, a feeling that he has done something fruitful today. On the one hand, where this ad convinces consumers of a better customer service, while on the other, it also attracts employees. This advertisement not just target customers, but it also makes a subtle effort in leaving a positive note for its present and would be employees.

The advertisement is mainly for the people in far reach of the country, and it targets a broad customer base throughout the mainland. Samsung makes an emotional appeal to position its services as trustworthy, dedicated, compassionate and ubiquitous.

The present television market share of Samsung is 48% while it aims at acquiring 60% by the end of this fiscal year.

So would this advertisement prove as a catalyst in its attainment of its target? One can only affirm at the end of this year. Till then we can all just enjoy and appreciate the beautifully crafted advertisement embedded in this blog above.

 Leave your opinions in the comment section below.