Ad Age

In India, Samsung Wants to Feel More Like a Local Brand, CMO Says

In India, Samsung has many products and services developed locally with Indian consumers in mind: smart ovens that cook naan and tandoori rotis, and air conditioners designed for extreme weather and electricity issues.

Now the South Korean electronics giant is making ads in India with a more authentic local feel, striving for emotion instead of just zooming in on product tech features.

The strategy seems to be working: A four-minute video about a Samsung service

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