It's a coordinated exchange between two characters bringing in a uniquely Indian flavor.
The message: 'don't be a Johnny' by being fooled into buying a 4G phone that cannot provide the real experience. The campaign is built around popular nursery rhyme 'Johnny Johnny' with a humorous twist in the tail. Incidentally, Banerjee has signed on exclusively with communication solutions company, The 120 Media Collective, founded by Roopak Saluja to direct commercials and digital content. And now, there's Shahid Kapoor in a campaign by A-list director Dibakar Banerjee, better known for Shanghai and Byomkesh Baskhi, but also a former ad filmmaker.
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To ensure the J series gets adequate traction, the brand's creative agency Cheil has revived a long dead strategy of using a celebrity - Aamir Khan fronted the brand through the 'Next is What' campaign all the way up till 2010. Tough times often need creative answers, said a wise man. Keeping this in mind and aiming to latch on to the ensuing 4G rollout, Samsung launched the 4G enabled Galaxy J series recently, in the hope of appealing to the sub-Rs 15,000 smartphone market. That pretty much leaves the middle to keep the business moving. The latter change has been born out of pressures of dwindling smartphone sales, among other reasons.Ĭloser home, the Korean brand has been facing challenges: Apple at the top end and a clutch of aggressive Chinese players at the low end. Another major shift has been at Samsung's global mobile business, where current head Shin Jong-kyun, will hand over the business to DJ Koh, the man who led development of the Galaxy S6 and Note 5 handsets. Leading this is buzz about the imminent succession of heir-apparent Jay Y Lee taking over from ailing patriarch Lee Kun-hee.
Change is in the air indeed, for Samsung, both at the Seoul HQ and closer home in India.