The campaign by Triton Communications incorporates a new proposition - that microwave ovens can be used to cook meals more conveniently than conventional cooking methods.
Samsung hopes a changed perception - with consumers seeing microwaves as more than just a medium for reheating food and drinks - will drive sales. The campaign focuses on the versatility and convenience that microwave cooking offers, with the text reading: "Occasionally I make popcorn in my microwave. But I cook my food in it daily". The execution also features the tagline: "Enjoy everyday cooking".
As part of the effort to shift Indian mindsets, the Korean conglomerate has also modified its microwave ovens to feature pre-programmed, one touch push pad controls for cooking and heating Indian dishes.
The microwave campaign is part of a broader push by Samsung to strengthen its position in India's home appliances market, by tailoring its products to suit local requirements.
For instance, Samsung's new range of washing machines has a cycle for Indian wear such as saris, as well as a memory back-up facility in the event of a power failure, which is a common occurence in most parts of India.
Samsung India vice-president, R Zutshi, said: "We are developing a new mould for the home appliance category to increase our penetration levels in the country. We will also be focusing on more ground-level activity such as product demonstrations to achieve our growth targets."
