With this initiative, the company eyes to provide a platform to demolish the stereotypes by getting people to share content that showcases the cultural richness, diversity and vibrancy of the country, through their lens. To participate, people can shoot short videos and tag Samsung on their Instagram accounts with the hashtag ‘#IndiaReadyAction’ The shortlisted video will then be uploaded on a dedicated microsite that will have the outline of the Indian map comprising of videos collected from across the country. In a way, the company plans to build a map of ‘Real India’. The campaign will go on for a month and the videos that participants share must be up to 60 seconds in length. If you are participating, you should know that you can shoot anything that you like, provided it breaks stereotypes about India across the globe. There are scores of people in the world, who think India is only about Taj Mahal, river Ganges, spices and curries, and Bollywood. The purpose of Samsung’s campaign is to show the world what India is beyond these things. Speaking about the campaign, Ranjivjit Singh, Chief Marketing Officer, Samsung India said, “At Samsung, we want to enable young Indians to ride the new trend of video creation and break stereotypes about our beautiful country. Our Gen Z and young millennials are a most vivacious, socially conscious lot, driven by a zest for India. Moreover, they are digital natives who live in the ‘Era of Live’ and video is fast becoming their medium of expression. #IndiaReadyAction is tailor-made for them to express themselves.” He further added, “Our recently launched Galaxy A series smartphones and Samsung Smart TVs enable people to move from an Era of Selfie to an Era of Live, where people foster more authentic and meaningful connections.” Every week, the South Korean technology giant will pick 7 lucky participants who will win the new Samsung Galaxy A70 handset that comes with features like a 32MP triple rear camera, a massive 4,500mAh battery that has 25W super-fast charging capability, and a 6.7-inch sAMOLED Infinity U display. When the campaign ends, 20 of the best videos will be awarded Samsung Galaxy A80 handsets and Samsung 43-inch Smart TVs.
