The 2024 Back to Campus drive by Samsung has been termed the largest ever in the history of the brand. It was a strategic move to reach out to the huge number of students in India during this crucial back-to-school (BTS) season. Starting in May, it has been designed to drive adoption of the Galaxy Ecosystem among students—the target that the brand estimated to be over 100 million potential customers.
Campaign objectives and strategy
The main focus of the Samsung campaign was to consolidate the adoption of the Galaxy Ecosystem-from smartphones, tablets, laptops, and wearables-which is fast catching up among students in India, right from secondary school going to higher secondary to college students, representing the huge market opportunity.
