Where every player was screaming battery specification through conventional television advertising, we decided to create snackable, click-inducing digital content in partnership with storytellers who were admired and followed by our audience in equal measure. Thus were born the Samsung Galaxy A9 Pro Bold Shorties- short films shot on a single battery charge of our phone.

Our audience did not like being preached to or told things, especially in the garb of advertising. So we decided to demonstrate the features of our phone in a way that would also create content the millennials love consuming. We hit the nail on the head with our association with Phantom Films, a trailblazing Bollywood production house much loved and admired by our audience.

The content that resulted, demonstrated our proposition in an immersive and engaging manner, which helped us stand out of the clutter and give our phone its bravest demo.

We started by releasing teaser videos showing the difference of opinion in the Phantom stable. While Anurag was skeptical, Vikas was confident. This got the millennials curious. A behind-the-scenes video followed, with the director and DoP giving the phone a resounding thumbs up. We had our audience rapt, setting the stage perfectly for the first Bold Shortie - Fashion Sense. Our audience was convinced, but Anurag wasn’t. He threw another challenge at Vikas, that of shooting with kids.

Phantom and Samsung kept the digital world abuzz with posts, tweets and videos. The second making-of and Shortie released to much appreciation. Vikas delivered again. What started as a challenge to make one film spiraled exponentially. Through one masterstroke our audience got two short films from their favourite production house and our phone got the bravest demo a phone could get.

Dates: 6th March – 30th June, 2018

Placement: YouTube, Facebook

We captured the imagination of our audience and beat industry benchmarks by a mile and more. We garnered 84% of the views in April 2017, beating all other video-based content in this period. We also led the engagement charts with a 24% of total engagement versus competition. The View Through Rate (the number of people who view the content completely) was also 70% higher than the industry benchmark, vindicating our choice of format and storytellers. All this resulted in our sales rising by 119% right after the campaign, from July to October 2017.