The campaign film depicts the real life story of Seema Nagar, a young village girl who breaks stereotypes to achieve her dreams.

‘Glass: The Lion for Change’ at Cannes Lions 2018 celebrates culture-shifting creativity and recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.

Seema Nagar, the young girl from a small village near Jaipur, who defied odds to become a Samsung technician has become a household name. Samsung India’s campaign film caught public imagination and has been viewed 81 million times on YouTube, over 24 million of them women, the highest for any advertising video on YouTube in India.

The campaign, #SapneHueBade, is aimed at highlighting women empowerment. It showcases how Samsung cares for dreams of girls in India. The focus of the film is around the real life story of Ms Nagar, the trials and tribulations she goes through before entering Samsung Technical School and how it enables her to dream big.

After being trained at Samsung Technical School, Jaipur, she joined a Samsung Service Center in the same city. She also worked as a trainer in the same technical school where she studied.

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 centres 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.

Reinforcing its commitment to the government’s ‘Beti Bachao, Beti Padhao’ campaign, Samsung also announced the MSME-Samsung Technical School Scholarship program for girls and differently-abled trainees.

These schools have so far trained over 4,000 youth and made them job-ready across different technical trades. Around 70% of these students have got jobs, 45% of them with Samsung service centres. The initiative is part of Samsung’s ‘Make for India’ initiative and contributes to the government’s Skill India mission.

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The popular television and digital campaign showcasing Samsung India’s initiative of taking customer service to the doorsteps of consumers in the hinterlands of India using its Customer Service Vans won the Special International Advertisement Award—the IAA President Award—at the prestigious Korea Advertising Awards.

Samsung India’s flagship CSR program, Samsung Technical School, won an award from the Minister of Trade, industry & Energy in the Korea CSR Film Festival, which is hosted by Korea Social Responsibility Institute (KOSRI).

Both these campaigns have been much appreciated in India and across the world.

Samsung India’s service campaign ‘We’ll Take Care of You, Wherever You Are’ showcases the journey of a young Samsung engineer on his way to provide services in a remote village in India, highlighting Samsung’s vision of creating long-lasting relationships with its consumers through timely service.

In February this year, the Samsung Service campaign film became the fastest among advertising videos on YouTube in India to cross 100 million views. It was also the highest-viewed advertising video in the Consumer Electronics and Smartphones category worldwide and the highest-viewed advertising video on YouTube across all categories in India. This is a testimony of consumer love and trust in brand Samsung.

In October 2016, Samsung , India’s most trusted brand in the mobile and consumer durables categories, strengthened its commitment to provide quality customer service in both urban and rural India by augmenting its service network with 535 service vans.

With this, Samsung India’s service network has grown to over 3,000 from 2,000 service points earlier, extending its reach to customers in over 6,000 talukas across the country. Samsung now has the largest service network in the mobile and consumer durables categories in India. These vans have travelled over 1 million kilometres across the country so far and have helped in bringing down the overall time taken for attending customer complaints in rural areas significantly.

The Samsung Technical School campaign (#SapneHueBade), on the other hand, went on to be viewed by over 80 million, over 24 million of them women, the highest for any advertising video on YouTube in India.

The digital campaign film, aimed at highlighting women empowerment, is based on the real life of Seema Nagar, a young girl from a small village near Jaipur, who defied odds to become a Samsung technician. She has now become a household name. The film depicts her trials and tribulations before she entered Samsung Technical School. Following her training at Samsung Technical School, Jaipur, Ms. Nagar took up a job at Samsung Service Center in the same city.

She recently got a government job with the same institute she got her technical education from and is now busy teaching students, inspiring them to dream big.

Samsung Technical School initiative was started in 2013 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 and West Bengal. Today, 22 Samsung Technical School have so far trained over 2,000 youth and made them job-ready across different technical trades.  Through this initiative, Samsung 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.

In its recent campaigns, Samsung has been connecting with consumers through the warmth of the brand. It has launched several heart-warming campaigns such as the Samsung Smart Class campaign, the Samsung Technical School campaign, the Customer Service Vans campaign as well as the recent Samsung Safe India campaign that encourages people to use their mobile phones responsibly.

Deepa Malik (Second from Right) and Seema Nagar (Right) at Samsung Inspire

At the inaugural edition of #SamsungInspire, hundreds of young students from India’s top engineering colleges and B-schools and young Samsung employees from across the country got to meet Ms. Deepa Malik, who overcame many difficulties in her life including a chest down paralysis to win a Silver medal for India at the 2016 Summer Paralympics.

Ms. Malik, a Padma Shri and Arjuna Award winner and a motor sports and swimming enthusiast, has four Limca World Records to her name. As an activist, she has been instrumental in getting several policies changed in favour of differently-abled people in India.

“We do not follow our heart because we worry about what people will think. I refuse to be anybody’s stereotype,” Ms. Malik told an enthralled audience, narrating her life’s story where she had to break through several stereotypes.

Ms. Seema Nagar, a former student of Samsung Technical School in Jaipur and now a trainer at the same school with a government job, also spoke at the event about the determination to achieve her dreams, overcoming social and gender stereotypes to become a trained technician making her parents and family proud. Ms. Nagar, whose remarkable life story inspired Samsung to make a film on it, hails from a small village near Jaipur and aspires to become a civil service officer, following the recognition of her success.

“At Samsung we inspire the world through transformational technologies. This is possible because we imbibe the values of people, excellence, change, integrity and co-prosperity, which inspire and guide each and every employee of Samsung. We sincerely hope that inspirational stories such as that of Deepa and Seema will motivate the world and individuals to overcome challenges and achieve their dreams,” said Mr. BK Lee, Director, Human Resources, Samsung Southwest Asia.

Two Samsung employees also spoke about challenges in their lives and how they overcame them.

Samsung Inspire aims to engage with bright young talent in the country, inside and outside Samsung, showcase to them the true values of the organization—People, Excellence, Change, Integrity and Co-Prosperity—and inspire them to overcome their obstacles and grow despite any challenges, while aiming to make a contribution to the society and transform lives.

Seema Nagar (L) with her parents

Seema Nagar, the young girl from a small village near Jaipur, who defied odds to become a Samsung technician has become a household name. Samsung India’s digital campaign film, based on the real life of Ms. Nagar, has caught the public imagination, with the film being viewed by over 80 million people on YouTube in just four weeks.

Samsung India’s campaign #SapneHueBade, aimed at highlighting women empowerment, has been viewed by a record 24 million women, the highest for any advertising video on YouTube in India. It is also the fastest growing among women viewers in India.

The digital film depicts the trials and tribulations that Ms. Nagar had to undergo before she entered Samsung Technical School. It inspires women to dream big.

Following her training at Samsung Technical School, Jaipur, Ms. Nagar took up a job at 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.