Samsung Electronics recently launched its latest campaign for ‘Guru’, its sub-segment handset targeted at the mass market in India. The company aims to bank on the IPL season to attract eyeballs and get noticed. Cheil and Starcom Worldwide are the creative brains behind the campaign.

The campaign gets together some of the biggest names in the industry. From Aamir Khan, who is the brand ambassador of the brand to Anurag Kashyap, who has directed the ad along with Gulzar, penning the lyrics with Amit Trivedi composing the music.

Asim Warsi, Head – Marketing, Samsung Mobile, said that “ Given the business priority of the company, the turn of the quarter also meant that Guru would have to assume a different proportion in media and advertising freshness.” He asked, “What better than having IPL to take the story forward? In context of the market and the target for this brand, the mainstay media used for the campaign is television. We would support this with print and outdoor.”

Warsi further explained, “There are phones and more in the market place – the way we have tried to build the brand, and would continue to do so, is to make a connect at a human level. So, it is fine that we are leading in technology and innovation, but it has to be relevant in consumers’ lives. Guru is at the core of that, it represents our popular and mass segment of phone. To connect with the mass belly of India, we wanted Guru to play a certain role – that of a buddy, a bridge, a bonder – and this campaign is about that.”

Guru was launched two years ago and since then the advertising campaigns have always reflected a young guy being guided and assisted by his cell-phone, which helps him overcome all barriers and move ahead in life.