The new ad campaign rolled out as part of the company’s CSR initiative is a message encouraging education of girls
Words: Vandana Devi Images: Various Sources
As part of Samsung India’s CSR initiative, they rolled out an ad campaign to show that they care about the dreams of girls in India. The ad film about Samsung Technical School, follows a young girl who goes on to pursue her training at their technical school and dreams of setting up a ‘Service Centre’ in her village.
Samsung Technical schools are testimony to the Company’s commitment to create better life for the people of India. There are 20 such technical schools across the country, with 10 schools in joint collaboration between Samsung India and Ministry of Micro, Small and Medium Enterprises and the other 10 schools are in partnership with the State Governments of Delhi, Bihar, Kerala, Rajasthan and Bengal. They provide the tools, modern test equipment and other material required for training and skill development. After their training, the students also receive a month long, on-the-job training at Samsung Service Centres. This is their contribution towards ‘Skill India’.
The ad campaign #SapneHueBade has received much appreciation and popularity. It is different from Aamir Khan and Start Plus’ ad ‘Nayi Soch’ in some ways. While both these campaigns seek to talk about women empowerment and letting girls dream and progress, Aamir Khan hijacks the ‘Nayi Soch’ ad. Samsung’s ad actually focuses on the girl and her dreams and how she goes by achieving them. This ad wants to effect attitudinal change and while it doesn’t completely reject patriarchy, it does help to send out a good message that is more familiar and palatable for the audience. And maybe that’s why this ad was the 2nd most watched Indian Ad in YouTube for the month of May this year generating more than 24 million views.