01 — Objective
The simple objective was to make the Samsung Frame TV more interesting, while utilising its sleek frame-like structure and keeping it deeply rooted in India.
02 — Idea
With growing income & the advent of OTT platforms, young adults in India are not shying away from indulging in a good TV. On a parallel note, there is also a hike in people's interest in art. So our idea was to combine Indian folk art with the global canvas of Samsung Frame TV. In simple terms, when you turn off your Frame TV, the screen turns into an art frame with changing images of art pieces created in Indian styles like Madhubani, Kalamkari, Gond, Pattachitra, and many more.
03 — Creative process
Once the idea got a green light, we began the long process of identifying authentic artist communities from all over India. With the help of a sourcing agency, we met with some artists, recorded their stories, and created digital prints of their artworks.
04 — Campaign Strategy
We had 2 channels - Twitter & Newsroom Blog
Followed the same pillars for both channels, but decided on written word for the blog, and video for Twitter
Integrate the artists' location, environment, and story
Pull deep focus on the history of individual art forms
Display the various elements of a particular art form, like the leaf pattern drawn in Kalamkari using organic colouring elements
Check out one of the videos in the link below.
05 — Growth
Since the explosion of this campaign, various other art forms and artists' work have been incorporated within the Samsung Frame TV. This includes their current partnership with Terrain.art to promote young Indian artists.
We managed to achieve a 30% increase in sales across Gurugram & Mumbai throughout the festive season of 2022.
+30%
increase in sales visitor sign-up conversion
+40%
engagement on Twitter
10
Indian art styles incorporated on Samsung Frame TVs
10
months of educational content created & distributed