The advert which is going to break this weekend is Aamir Khan's second major TV commercial for Samsung Mobile since he signed up as a brand ambassador for them. However, unlike the advert for the Samsung Beat 450, this advert is a brand campaign and it features Samsung's latest 'Soul' mobile device in the campaign and the advert revolves around the 'Next is What?' tagline that Samsung has been using.
Looking at the advert, it quite obviously features some pretty high-tech computer graphics (CG), much like Samsung's international campaigns. In fact, this is the most CG-heavy advert since Aditya Birla Group's campaign a few years ago, an ad that is still played on TV.
Samsung is a clear number two in the Indian mobile marketplace with 7.4 per cent of the market but lately it has done well more because of the failures of SonyEricsson and Motorola rather than the market-leader Nokia making any missteps. However, with an interesting new line-up at the higher-end of the market, Samsung Mobile expects to be snipping at Nokia's heels which are still quite a way away.
With ex-Nokia Distribution head Sunil Dutt heading up Samsung Mobile's operations, and aided by the emergence of organised retail in mobile, Samsung is hoping that adverts like this would help in brand recall.
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