We believe in creating human-driven innovation: Trivikram Thakore, VP, Samsung India
Samsung’s latest ad film is centered around its Good Vibes app for the deaf-blind. Trivikram Thakore, Vice President, Samsung India, speaks to us about the idea behind the campaign and more
Samsung India’s latest ad film ‘Caring For The Impossible’ around its Good Vibes app — that seeks to be a communication tool for those afflicted by both visual and hearing disabilities — seems to be winning hearts.
Created by Cheil, the film tells the story of a young deaf-blind girl who uses the Good Vibes app to reach out to her family. Trivikram Thakore, Vice President, Samsung India, spoke to exchange4media on the campaign, how the brand is giving voice to Good Vibes app and more.
Thakore asserted that for everything that Samsung does, the attempt is to put the consumer at the centre, which is always the starting point for the brand. “Just like we believe in creating human-driven innovation, every time we tell a story, we try and tell a human-driven story. So this campaign does exactly that,” he said.
In this case, Samsung’s creative brief to their agency-Cheil was not just to highlight life for the deaf-blind but also the possibilities that the Good Vibes app can create for the deaf-blind and their families. “We like telling stories that people can relate to, that people can emote with. Our brief was to tell a human-centered story that highlights the dual disability of being both deaf and blind. It is something that is very difficult to explain as it is a hidden phenomenon, as I may call it. We just wanted to highlight how tough life is for the deaf-blind and clearly highlight how the app can help battle through their biggest barrier which is communication. So that really formed the core of our brief,” Thakore revealed.
Moreover, what helped the agency crack this brief was their first-hand experience on the issue. “This was not a typical communication brief that you write out. So we familiarised the agency too and immersed them in some program that gave them a first-hand experience of it. Because they were a part of the process and the workshop with the blind, the teachers, the care-givers, they came very close to the subject. We did trainings across Bangalore, Delhi, and Ahmedabad where we had students from across the country. They saw them work with the app and interact with the care-givers. They had moments with them. So they were right at the centre of it,” he added.
Developed in India, the app enables the deaf and blind to have a two-way communication with their caregivers and loved ones using their smartphones. The Good Vibes app uses Morse code to convert vibrations into text or voice and vice-versa. The app has two different user interfaces (UI). It is currently available for download from Samsung’s Galaxy store but is expected to be made available to all Android users via Google Play.
In terms of pre-work, Samsung has been giving voice to the app for the last one year. The objective is clear: to take this far and wide and train people. The brand has also tied up with an NGO called Sense India organise workshops across their centres. “We will be giving them the devices with which they can communicate with. We want to take the app out and make it work for people,” Thakore added. As for the campaign, the smartphone brand has decided to stick to digital as a medium since it’s a long-format film. In terms of media vehicles, it will be amplified through Facebook and YouTube.
Apart from GoodVibes, Samsung also launched Relumino, a visual aid application that enables those with low vision to see images with greater clarity.
‘Good vibes’ only?
Commenting on the piece, Anusheela Saha Group Creative Director, FCB Ulka, says, “I remember Good Vibes vividly. For the first time the deaf and blind community had a two way communication tool. What they have now done is true progress. Now the deaf and blind can communicate beyond their own community. The content piece is sweet. And some might even get teary eyed. But the product innovation is so good and that's what shines through this piece of work.”
Ankur Garg, Sr. Creative Director & AVP, Dentsu Impact, feels that it is a great example of an idea where technology helps to further the cause of expression for those who can’t really express themselves. “The Good Vibes app showcases Samsung’s humanity through their intent to bring hope and joy to the lives of the mute-deaf-blind and their families, with the power of imagination and technology. A truly commendable endeavor by a tech brand to use their resources for good,” Garg opines.
However, Jagdish Acharya, Founder and Creative Head of Cut The Crap, has a different take. “As a piece of communication it evokes emotions as any narrative about emancipation from suffering would do. As creative it’s a plain Jane - mushy in your face with no surprises. However as a piece of advertising from a large company it begs the question - when the target for this feature is so enormously challenged why spend good money tom tomming it to the world even before it might have actually benefited even one ? Why not spend resources on reaching out to the blind-deaf, train and equip them with the feature and if it really changes their life only then stake your claim. The halo that the brand seeks is premature and shallow until proven in practice,” Acharya remarks.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
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COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
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Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
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“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
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"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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