Curd Maestro

For generations, curd has been an essential condiment paired with varied Indian recipes across geographies; but curd preparation is demanding. Curd Maestro, Samsung’s Make for India innovation, is resultant of the company’s deep understanding of Indian consumers’ needs over the years, and addresses the pain points of daily curd making. National Dairy Research Institute (NDRI) has tested and recommended the process of curd making in Samsung’s Curd Maestro.

Samsung, India’s No.1 refrigerator brand, also introduced India’s First Frost Free Refrigerator with Base Stand Drawer, in which you can store onions and potatoes, and India’s first five-star Direct Cool Single Door Refrigerator lineup based on new 2020 Star Ratings. These new meaningful innovations are part of Samsung India’s ‘Make for India’ initiative based on consumer feedback and insight.

“At Samsung we believe in meaningful innovations that transform lives of people. Convenience, storage space and energy efficiency are the key features consumers look for in a refrigerator, and our 2020 range addresses all these needs. We are confident the new range of refrigerators will further strengthen our market leadership in the refrigerator category,” said Raju Pullan, Senior Vice President, Consumer Electronics Business, Samsung India.

2020 Refrigerator Line-up

Curd Maestro: Innovation for Everyday Home

Curd Maestro refrigerator transcends the conventional refrigerator landscape in India beyond food storage and food preservation. Curd Maestro addresses the problems of curd making which are complex, time taking, and tricky, yet an essential food ingredient in an Indian household.

Curd Maestro refrigerator ensures that nothing comes in the way of you and your precious family time; enabling curd preparation in five to six hours — five hours for soft curd, six hours for thick curd. One needs to boil and cool the milk and mix the curd culture manually while Curd Maestro does the most crucial part of the job — fermentation. It will not only ferment the curd but will store it too.

Curd Maestro makes curd with the same consistency each time and eliminates all the hassle of curd making in different weather conditions.

Curd Maestro refrigerators come with Samsung’s Smart Convertible 5 in 1 Twin Cooling technology and will be available in 244-litre, 265-litre, 314-litre and 336-litre capacities.

Smart Convertible 5in1 Twin Cooling refrigerators come with five modes — Normal, Extra Shopping, Vacation, Seasonal, and Home Alone. The conversion modes are not only the perfect solution to different storage needs but every mode also saves energy. Twin Cooling Plus is a truly independent cooling system, with separate airflows in both the fridge and freezer, preventing unpleasant smells from foods moving between the fridge and freezer.

Efficient Space, Design and Technology: Innovation catering to consumer needs

Frost Free Refrigerator with Base Stand Drawer

The latest line-up has been uniquely designed for extra capacity. Consumers can now store non-perishable vegetables in the Base Stand Drawer. This drawer gives the refrigerator a tall boy design preferred by Indian consumers.

Catering to the need for varied designs and patterns, the line-up will be available in new design patterns, Paradise Bloom and Wave that add to the aesthetic value of the products and will be available in 253-litre capacity.

Single Door, Direct Cool Refrigerator

Samsung recently launched India’s first five-star Direct Cool Single Door Refrigerators in line with new 2020 Energy norms with capacity of 198-litres.

A solution to long power cuts, the model comes equipped with digital inverter technology allowing the refrigerator to run on a home inverter as well as solar energy with reduced power consumption.

The new lineup comes with 10-year warranty on the compressor and digital inverter technology with stabilizer free operations.

Under the ‘Make for India’ initiative, the 2020 line-up is uniquely designed for extra space and also sports the next-gen Horizontal Curve Door design along with the GARO handle, a first for the Indian market. The 2020 line-up comes with new set of design patterns — Paradise Bloom, New Camellia, Wave and Premium Steel — adding to the aesthetics of the product.

Price, Offers & Availability

Samsung’s new 2020 refrigerator lineup is available across all retail channels and on Samsung Shop starting January 2020 and will range from INR 17,990 for the new 198-litre Direct Cool Single Door Refrigerator to  INR 45,990 for the Smart Convertible 5in1 Refrigerator. Curd Maestro models will be priced between  INR 30,990 and INR 45,990.

The social campaign, conceptualised by Cheil, captures mothers’ unconditional love by exploring the nuances of the mother-daughter bond. Showcasing real life situations, the campaign encourages people to realise how mothers love them non-stop.

“With this new film, Samsung is celebrating the special bond between mothers and daughters. We wanted to reach out and acknowledge the unconditional love that mothers offer. Make your mother feel loved on Mother’s Day because she gives you love, non-stop,” said Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India.

“We take our mothers for granted not realizing their NON-STOP love. This mother’s day, we wanted to take our digital story of DC Refrigerator forward and encourage people to acknowledge that. The film is inspired by our daily lives and how our mothers always take care of us. It was easy to correlate to Samsung’s philosophy and present a simple idea emotionally! We hope more and more people love this campaign and appreciate their mother’s love,” said Aneesh Jaisinghani, Executive Creative Director, Cheil India.

Samsung had recently launched a digital campaign showcasing its new Digital Inverter Refrigerators through a heart-warming story of the bond between a mother and daughter. Through that story, we communicated how our new refrigerator line runs non-stop on the home inverter just like mothers who provide their love non-stop.

The video has gone viral with over 50 million views on YouTube in the first 20 days of its launch. Click here – https://news.samsung.com/in/samsung-indias-digital-campaign-on-digital-inverter-refrigerators-goes-viral-on-youtube

Samsung India’s digital campaign showcasing its new Digital Inverter Refrigerators through a heart-warming story of the relationship between a mother and a daughter, has gone viral with over 50 million views on YouTube in the first 20 days of its launch.

Conceptualised by Cheil, the digital campaign film, shows a modern, young, evolved working woman gifting her mother a refrigerator that runs on both inverter and solar power for a better, improved and hassle-free life.  The film beautifully captures a young working woman in conversation with her mother. The heart-warming campaign touches hearts with different emotions of joy, love and care.

“This heart-warming campaign shows the strong bond between a mother and daughter. The campaign showcases the brand ethos of Samsung of caring about consumers at every step and bringing in innovative technologies to solve real life problems. Through this emotional story, we wanted to communicate how our new refrigerator line runs non-stop on the home inverter, making life better for a modern young Indian women. The campaign crossing 50 million views on YouTube in India is a testimony of consumer love and trust in brand Samsung,” said Mr. Ranjivjit Singh, Chief Marketing Officer, Samsung India.

In the film, the mother is seen entering the daughter’s house while she is away at work. The mother brings with herself kheer that she has prepared lovingly for her daughter. She keeps it in her daughter’s fridge for her to enjoy when she is back from work. Just as she is leaving, there is a power cut. When the daughter returns home the power outage is still there but she is elated to see the kheer in the fridge. She calls her mother to appreciate her love but the mother is concerned that the kheer might have gone bad because of the long power cut. It is here that the daughter tells her not to worry because her new refrigerator even works on the home inverter.

“Samsung is a brand that stands for innovation. The task at hand was to show how this offering of a refrigerator that runs on an inverter can make a world of a difference in the consumers’ life, in a very real way. This film is crafted in a way that makes the viewer feel that this is a situation straight out of their lives. The narrative beautifully connects the ad to its viewers and we are seeing a lot of positive response to the campaign. We hope to garner more brand love through this emotional campaign,” said Mr. Aneesh Jaisinghani, Executive Creative Director, Cheil India.

The 60-second film focuses on a real life situation, of the difficulty faced by individuals when food gets spoilt due to power cuts during summer months.  The end of the film shows the daughter buying a similar refrigerator for her mother, hoping that the refrigerator takes care of her mother like her mother takes care of her.