Samsung India’s latest film #SapneHueBade strikes an emotional chord

Samsung India has unveiled a The Know It Guy new television and digital campaign for its citizenship initiative, ‘Samsung Smart Class,’ capturing the engaging and emotional success story of a young village boy, Sadanand Ugale, who secured a study trip to Australia from Jawahar Navodaya Vidyalaya in Aurangabad, Maharashtra.

The film #SapneHueBade builds on Samsung’s commitment to harnessing its legacy of innovation to positively transform communities and create a better life for people through its citizenship initiatives. Launched in 2013 in association with Navodaya Vidyalaya Samiti, Samsung Smart Class is the company’s flagship citizen program in India. It is currently available in 373 Jawahar Navodaya Vidyalaya schools run by the Ministry of Human Resource Development, Government of India, and benefits over two lakh students.


Samsung Smart Class aims to bridge the digital gap between rural and urban India and provide equal opportunities for quality education to children from all backgrounds. Over 7,400 teachers have been trained to use interactive technology to teach.

The four-minute film will inspire young India to use technology to educate, train, and up-skill. It rides government initiatives like Digital India, Make in India, and Skill India, among others, will be amplified by digital media and social media. Samsung has completed twenty years of manufacturing in India and is committed to making for India and transforming people’s lives. As part of this commitment, the Samsung Smart Class initiative will be expanded shortly to more Jawahar Navodaya Vidyalaya schools. The film has been pledged by Cheil India and is directed by Shashanka Chaturvedi. Good Morning Films is the campaign production house.

“Samsung Smart Class aims to bridge the digital divide between rural and urban India. The response to the campaign video has been phenomenal. It showcases a young village boy’s transformation because of the Samsung Smart Class. It is heartwarming that students from rural India are now becoming front runners in digital India. We have been running Samsung Smart Class in Jawahar Navodaya Vidyalaya as a CSR initiative since 2013. Over 2 lakh students have been introduced to modern learning with the latest technology’s help, helping them dream bigger. And this is only one of the many stories that have emerged from the Smart Class initiative,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.

Sagar Mahabaleshwarkar, chief creative officer of Cheil India, said, “Samsung India has been running a successful CSR program for many years. Cheil India was tasked to develop a campaign as the efforts started showing results. Because the project is so dear to Samsung India, a thorough, consultative process ensued over the next six months. A considerable team was put on the job. And what has emerged is an emotional story inspired by the achievements of a real-life hero, Sadanand Ugale.”


Tarvinderjit Singh, executive creative director of Cheil India, said, “Writing this script was an exercise in balance. I had to remember that this was a story inspired by someone real, yet my pen had to deliver enough drama to make for engaged viewing. Once I achieved that harmony, the same discipline was asked of production. By the generous reception of the film, it seems our mad collaboration with Bob, Good Morning Films, Shanker Raman, Subhajit Mukherjee, and Piyush Misra has come good.”

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