We chose the 'heart over head' approach.

Instead of appealing to the consumer's head with reams of technical endorsements, launches and complex details we focussed our attention on her heart.

And shared with India the good work that Samsung is capable of.

We decided to tell India that we aren't here only to sell our products. We wanted to make a meaningful difference to the lives of Indians, and especially our customers. Be it our CSR program or our on-ground innovations.

The first part of the execution involved digital, press and TV to talk about Samsung Smart Class, our CSR program that helps underprivileged children get access to modern education and build a better future. Our partnership with the government funded Navodaya Vidyalalyas means that 200,000 students across 345 schools are experiencing the difference that Samsung can make.

We spoke about this empowerment via the story of one of the students, Sadanand Ugale who went on to represent India at the International Science School, Sydney.

Once the country's mood began to shift we introduced an industry first innovation - Samsung Service Vans. These fully equipped mobile service centres provide quality doorstep service to the farthest corners of India, parts that the competition has been largely apathetic to. A video was made to introduce this initiative keeping in mind the sort of content that our TG watches and shares.

As 2016 ended, The Economic Times and Neilsen came out with their annual Most Trusted Brands of India list. In a miraculous turn of events Samsung jumped from number 16 (2015) to become the 2nd Most Trusted Brand on India. This was Samsung's best ever showing, that too in a rather challenging year.

All thanks to amazing stories we told about Samsung Smart Class and Samsung Service.

More than 65 news outlets including The Times of India, NDTV, CNBC, Forbes, Dainik Jagran, The Economic Times, Outlook, Mashable, The Financial Express, CNET, 9gag, Business Standard and Refinery29 praised our work and added to the positivity around Samsung.

In fact, our content also created many records on the way. The Samsung Service film is the 3rd most watched online video by a brand across the world. And number 1 in India. Guess which video is number 2? The Samsung Smart Class video.

So moved was India with our content that Sadanand Ugale got many sponsorships and is now on his way to a foreign education.

Samsung Smart Class - 35M Views

Samsung Service Van film

• 101M views, 90K shares,110K likes

• 100M views in 53 days – a world record

• Best completion rate worldwide

• 4 times more organic views than the global average

• Calls to the Samsung Customer Care number went up by 49% in one month