Samsung #IndiaonFrame ft. Frame TV

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.