Cheil India has unveiled an inspiring new campaign for Samsung, titled “India Cheers Neeraj.” This campaign celebrates the extraordinary determination and spirit of Neeraj Chopra, the ambassador for Samsung’s Galaxy Z Fold series and a national hero.
As Neeraj prepares for the Olympic Games, the campaign aims to unite the nation behind him, showcasing the collective support and admiration for his journey.
At the heart of the “India Cheers Neeraj” campaign is a visually stunning 120-second film that encapsulates the essence of an Olympian’s dedication and relentless pursuit of excellence. The film masterfully blends scenes from various parts of India, highlighting the diverse support for Neeraj. From bustling cityscapes to serene rural landscapes, and from the cultural vibrancy of Kashmir to the energetic dance traditions of Southern India, the film paints a vivid picture of a nation standing behind its hero.
The film’s authenticity shines through as it portrays Neeraj Chopra as the “common man’s hero.” It features a diverse array of people from different walks of life—farmers, children, dancers, musicians, athletes, and professionals—each making a javelin throw gesture to show their support. This powerful visual narrative underscores Neeraj’s connection to the people and their collective aspirations for his success.
Aditya Babbar, Vice President, MX Business at Samsung India, emphasized the company’s commitment to empowering individuals to achieve greatness. “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 invite all Indians to join us in cheering for Neeraj,” he said.
Vikash Chemjong, Chief Creative Officer at Cheil India, lauded the film’s cinematic quality, noting its ability to capture the emotion of a nation once again holding its breath for an athlete. “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,” he said.
The film, directed by Akash Bhatia, intricately weaves Neeraj’s training experiences in Europe with the foggy pathways of the Indian hinterland. This blend of imagery and music, created by Jamroom, perfectly captures Neeraj’s state of mind and the billion hands supporting his golden throw. The music track, which mixes traditional Indian instruments with digital soundscapes, adds to the emotional impact, creating a stirring experience for viewers.
The campaign was first revealed with the hashtag #IndiaCheersNeeraj at the India Unpacked event for the Galaxy Z Fold 6 and Flip 6 launch. It is currently being rolled out across digital platforms, cinemas, and print media. Samsung has also launched a dedicated microsite (https://www.samsung.com/in/neeraj) where fans and followers can cheer for Neeraj.
Samsung’s “India Cheers Neeraj” campaign by Cheil India beautifully captures the nation’s support for Neeraj Chopra. Through its compelling visuals, emotive soundtrack, and authentic storytelling, the campaign not only celebrates Neeraj’s journey but also invites every Indian to be part of his quest for Olympic glory.