Samsung Unveils its Citizenship Campaign

Samsung India has unveiled a new television and digital campaign for its citizenship initiative ‘Samsung Smart Class’, capturing the engaging and emotional success story of a young village boy, Sadanand Ugale, who secured a study trip to Australia from Jawahar Navodaya Vidyalaya in Aurangabad, Maharashtra.

The film (#SapneHueBade) builds on Samsung’s commitment to harnessing its legacy of innovation to positively transform communities and create a better life for people through its citizenship initiatives. Launched in 2013 in association with Navodaya Vidyalaya Samiti, Samsung Smart Class is the company’s flagship citizen programme in India, currently available in 373 Jawahar Navodaya Vidyalaya schools run by the Ministry of Human Resource Development, Govt of India, and benefitting over two lakh students.

Samsung Smart Class aims to bridge the digital gap between rural and urban India and provide equal opportunities for quality education to children from all backgrounds. Over 7,400 teachers have been trained on how to use interactive technology to teach.

The 4-minute film, which will inspire young India to use technology to educate, train and up-skill as it rides government initiatives like Digital India, Make in India and Skill India, among others, will be amplified on the digital media and social media. Samsung, which has completed twenty years of manufacturing in India, is committed to Make for India, and remains committed to transforming lives of people. As part of this commitment, the Samsung Smart Class initiative will be expanded in the near future to more Jawahar Navodaya Vidyalaya schools.

The film has been pledged by Cheil India and is directed by Shashanka Chaturvedi (Bob). Good Morning Films is the production house for the campaign.

“Samsung Smart Class aims to bridge the digital divide between rural and urban India. The response to the campaign video has been phenomenal. It showcases the transformation in the life of a young village boy because of Samsung Smart Class and it is heartwarming that students from rural India are now becoming front runners of digital India. We have been running Samsung Smart Class in Jawahar Navodaya Vidyalaya as a CSR initiative since 2013. Over 2 lakh students have been introduced to modern learning with the help of latest technology, helping them to dream bigger. And this is only one of the many stories that has emerged from the Smart Class initiative,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.

Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India said, “Samsung India has been running a successful CSR programme for the past many years. As the the efforts started showing results, Cheil India was tasked to develop a campaign for the same. Because the project is so dear to Samsung India, a thorough, consultative process ensued over the next six months. A considerable team was put on the job. And what has emerged is an emotional story that was inspired by the achievements of a real life hero, Sadanand Ugale.”

Tarvinderjit Singh, Executive Creative Director, Cheil India said, “Writing this script was an exercise in balance. I had to keep in mind that this was a story inspired by someone real yet my pen had to deliver enough drama to make for engaged viewing. Once I achieved that harmony, the same discipline was asked of production. Going by the generous reception that the film has received it seems that our mad collaboration with Bob, Good Morning Films, Shanker Raman, Subhajit Mukherjee and Piyush Misra has come good.”