Samsung India: Curd Maestro – A fridge that makes

Electronics brand Samsung cemented its leading position in the refrigerator market in India with a digital and TV campaign based on an innovation within its fridge that helped with the making of curd.

Campaign details

Brand: Samsung India Brand owner: Samsung India Agency: Cheil India Market: India Sector: Home appliances Media channels: Online display, Online video, Social media, Television, Word of mouth, influencers Budget: 1 - 3 million

Executive summary

The Indian refrigerator market is practically a duopoly between Samsung and LG. In 2019, Samsung had anticipated losing the hard-earned number-one position.