Cheil India has won the silver award in the ‘Glass: The Lion for Change’ category at the prestigious Cannes Lions 2018 for the Samsung Technical School-Seema Nagar campaign. It had conceptualized the campaign for Samsung India.
The campaign film depicts the real life story of Seema Nagar, a young village girl who breaks stereotypes to achieve her dreams.
‘Glass: The Lion for Change’ at Cannes Lions 2018 celebrates culture-shifting creativity and recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.
Seema Nagar, the young girl from a small village near Jaipur, who defied odds to become a Samsung technician has become a household name. Samsung India’s campaign film caught public imagination and has been viewed 81 million times on YouTube, over 24 million of them women, the highest for any advertising video on YouTube in India.
The campaign, #SapneHueBade, is aimed at highlighting women empowerment. It showcases how Samsung cares for dreams of girls in India. The focus of the film is around the real life story of Ms Nagar, the trials and tribulations she goes through before entering Samsung Technical School and how it enables her to dream big.
After being trained at Samsung Technical School, Jaipur, she joined a Samsung Service Center in the same city. She also worked as a trainer in the same technical school where she studied.
Samsung Technical School, which is a part of Samsung’s citizenship initiative, was started in 2013 and aims to support the government’s vision to make India a global manufacturing hub by addressing the need for talented manpower with practical know-how and relevant industry experience. There are 22 such centres set up across India in collaboration with the Ministry of Micro, Small and Medium Enterprises (MSME) and Departments of Technical Education in different states such as Rajasthan, Kerala, Bihar, Delhi, West Bengal, Karnataka and Jharkhand.
Reinforcing its commitment to the government’s ‘Beti Bachao, Beti Padhao’ campaign, Samsung also announced the MSME-Samsung Technical School Scholarship program for girls and differently-abled trainees.
These schools have so far trained over 4,000 youth and made them job-ready across different technical trades. Around 70% of these students have got jobs, 45% of them with Samsung service centres. The initiative is part of Samsung’s ‘Make for India’ initiative and contributes to the government’s Skill India mission.