In rural India, people sometimes have to travel up to 50 miles just to have minor repairs made on a cell phone. Samsung is addressing this by rolling out a fleet of 535 vans to visit people who need service—and is promoting it with a heartwarming ad that's gotten more than 35 million views in less than two weeks.
The spot, created by Cheil, shows a Samsung service van driver overcoming all sorts of obstacles to pay a visit to a girl who has called about a broken television. But only when he finally arrives at the home does he realize that he's making a very special house call.
The ad has received a hugely positive response, which Ranjivjit Singh, CMO of Samsung India, said was most welcome as the company makes this service expansion.
"Our new initiative of expanding to rural India, right up to the taluka level, helps us in taking care of our valued customers, wherever they are," he said. "The new campaign video gives a glimpse of yet another initiative toward our 'Make for India' commitment. We are very happy to receive an overwhelming response from consumers across India, who have given a big thumbs up to the campaign."
Sagar Mahabaleshwarkar, chief creative officer of Cheil India, added: "Samsung is without doubt at the cutting edge of technology. But even the most advanced products need some TLC once in a while. While others might expect you to visit their service centers, Samsung visits you instead. That's the measure of Samsung's emotional investment in its customers. I am glad that the film adequately captures this warmth and commitment while balancing the rational demands of the brief."