Samsung's Technical School Campaign

Samsung India’s digital campaign showcasing its citizenship initiative ‘Samsung Technical School’ has crossed 80 million views on YouTube in four weeks of its launch. In this period, the video has been viewed by a record 24 million women, the highest for any advertising video on YouTube in India. The campaign #SapneHueBade is the fastest growing among women viewers in India. It showcases the true story of a young girl, Seema Nagar, from a small village near Jaipur, who, with her resilience overcomes social stereotypes and becomes a trained technician, making her family proud.

The digital film showcases how Samsung cares for dreams of girls in India. It revolves around the real life story of Seema Nagar, the trials and tribulations she goes through before entering Samsung Technical School and how it enables her to dream big. The protagonist in the video, who got trained at Samsung Technical School, Jaipur, currently works at the Samsung Service Center in the same city. She is now on her path to realize her dream of opening a service center in her village.

Samsung Technical School, which is a part of Samsung’s citizenship initiative, was started in 2013 and aims to support the government’s vision to make India a global manufacturing hub by addressing the need for talented manpower with practical know-how and relevant industry experience. There are 22 such centers set up across India in collaboration with the Ministry of Micro, Small and Medium Enterprises (MSME) and Departments of Technical Education in different states such as Rajasthan, Kerala, Bihar, Delhi, West Bengal, Karnataka, and Jharkhand. 

“With the Samsung Technical School initiative, we aim to skill the youth of this country from humble backgrounds by imparting advanced training on latest consumer durables and mobile phones. This initiative contributes to the government’s vision of enhancing skills amongst youth. The brief given to the agency was to deliver a real life story from within Samsung Technical School that would inspire a whole generation of girls to take up technical education and also encourage parents to support the girl child. We are glad that 24 million women have loved and shared it with their family and friends, helping in our attempt to break social stereotypes,” said Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India.

“Advertising stories that celebrate the strong woman usually focus on the superhuman efforts of the trailblazers. In reality, the front line of the fight is in the mundane and the routine. This is where brave girls like Seema Nagar are marking their territory and overturning perceptions every day. Our attempt to bring to life Seema’s journey brought together a terrific acting ensemble. Added to it is the magic of Wadali Brothers’ voices,” said Mr. Tarvinderjit Singh, Executive Creative Director, Cheil India.

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