Samsung has rolled out a campaign #MayaKoUpahaar (gift to Maya) on the occasion of Dashain (the harvest festival of Nepal), bringing to life the cultural connections that define this season of reunions and celebrations.

Conceptualised by DigitalIn (the creative digital agency under Outreach Group), the campaign features an ad film about an elderly couple preparing for their daughter’s family homecoming for Dashain. As they relive memories, the daughter notices outdated appliances and surprises her parents with new Samsung ones. This emotional moment breaks the societal norm of parents hesitating to accept gifts from daughters, with the daughter reassuring her father that Dashain is about caring for each other. The film highlights Samsung’s festive offers, underscoring that technology enhances the love shared during cherished moments.

What we think about it: While the ad film was emotionally resonant, it does tread familiar ground by leveraging the well-worn theme of festive homecomings and gift-giving seen in numerous Diwali ads back home in India. Though the narrative of elevating the festive experience with new appliances feels repetitive, the campaign's positive takeaway is its refreshing portrayal of breaking gender norms, with the daughter gifting her parents. It successfully ties this emotional moment to Samsung’s brand message of innovation enhancing family bonds during Dashain.

CREDITS:

Client: Samsung

Agency: DigitalIn (the creative digital agency under Outreach Group)

Production house: G21 Production