Samsung has rolled out a campaign titled ‘India Cheers Neeraj’, featuring its brand ambassador and Indian Javelin thrower, Neeraj Chopra.

Conceptualised by Cheil India, the ad campaign which comprises an ad film celebrates the grit, determination, and spirit of the athlete as he prepares to compete and win a medal for the country at the Paris Olympics. It also showcases visuals of the new Galaxy Z Fold series smartphone. The 120-second film weaves together scenes from the country's diverse people and landscapes along with visuals of Chopra practicing his killer routine. The film aims to capture not just the aspirations that Indians have for the champion but also his relentless pursuit to defy all odds and put India on the podium again.

What we think about it: The film’s strength lies in its rootedness, showcasing the ordinary Indian from all walks of life - from farmers in their fields to dreamy-eyed youths in metropolitan cities, young professionals in their offices, families from the comfort of their home and an eclectic mix of folk dancers and musicians from pan India —everyone rooting for and rallying behind Chopra as they show support for the 'people’s champion'.
 
Aditya Babbar, vice president, MX Business, Samsung India said, “Samsung believes in empowering individuals to push beyond their limits and achieve greatness. We are putting our might behind Neeraj Chopra, who embodies excellence and limitless possibilities—values that are deeply respected at Samsung. With the 'India Cheers for Neeraj' campaign, we aim to harness the collective energy of the nation and ‘Unfold the Best’ in India's quest for gold in the Paris Olympic games. We aim to invite all Indians to join us in cheering for Neeraj.”  
 
Vikash Chemjong, chief creative officer, Cheil India, said, "In the wake of a recently won Cricket World Cup, we wanted to bring out the emotion of ‘an entire nation holding its breath once more’. But this time it’s for one athlete who has already done the impossible by winning gold at the last Olympics. The film’s fleeting montage style is the unifying thread that connects every Indian to this beacon of national pride."

Chemjong added, “In his unique style, director Akash Bhatia has emphasised on Neeraj’s state of mind, where the training grounds in Europe and foggy pathways of the Indian hinterland intertwine, blending both the imagery and music in a perfect symphony. It encapsulates what the Olympian is feeling during practise – a billion hands are behind his one golden throw. Complemented by a music track, created by Jamroom, that mixes traditional Indian instruments and digital soundscapes, the film is bound to create an emotional stir in the viewers.”

The campaign was rolled out on 27 July. 

Credits
 
COO: Sanjeev Jasani
CCO: Vikash Chemjong
Campaign director: Kapshin Cho
National head, Samsung business: Mandeep Sharma
ECD: Kaushik Datta
CSO: Sourav Ray
Business head: Saksham Kohli
Creative team: Madhumita Deb, Shekhar Kumar, Aaheli Dutta
Account management: Prabal Gaur, Drishti Ganguly
Planning: Kunal Ghosh
Films producer: Agency Revati Ahuja