Youth influencers Shanaya Kapoor and Prit Kamani show how to ‘Amp your Awesome’

Tech giant Samsung has launched a new 360° campaign #AmpYourAwesome for its Awesome Galaxy A Series smartphones starring popular actors and youth influencers Shanaya Kapoor and Prit Kamani in an all-new short film. Read on to know the story behind the latest campaign.

This film is directed by Avinash Jai Singh, a filmmaker who is well-known in the industry for his understanding of Gen MZ, a pairing of Generation Z and Millennials.

One of the biggest takeaways from the last three years has been to live life to the fullest and make memories along the journey. And, what better than capturing the milestones that life brings your way and converting them into precious memories with a new smartphone that will truly #AmpYourAwesome.

This festive season, take a cue from youth influencers Shanaya Kapoor and Prit Kamani who have come together tonegotiate all the shakes and nudges that life throws at them and show you what awesome really means in a new short film featuring the iconic ‘No-Shake Cam' from India's largest and most loved consumer electronics brand, Samsung.

The Awesome video

The film underlines the relevance of the No Shake Cam in a consumer's life today and how Samsung A series really rises up to the occasion by bringing effortless, shake less videos that will become a memory for a lifetime.

The film underlines the relevance of the No Shake Cam in a consumer's life today and how Samsung A series really rises up to the occasion by bringing effortless, shake less videos that will become a memory for a lifetime.

The setting of the short film is the great Indian wedding, which is back with a bang this year, after a few years of low key celebratory unisons. Bedecked in bright bridal red, as Shanaya makes her grand entry in the video, Prit records the jubilant bride in a video on the new Galaxy A series smartphone, grooving to the beats and moving the phone while he makes the video.

Shanaya's energy is catching and, simply put, the iconic camera in a Samsung Galaxy A series smartphone allowed Prit to amplify this awesomeness with the video. The film underlines the relevance of the No Shake Cam in a consumer's life today and how Samsung A series really rises up to the occasion by bringing effortless, shake less videos that will become a memory for a lifetime.

This film is directed by Avinash Jai Singh, a filmmaker who is well-known in the industry for his understanding of Gen MZ, a pairing of Generation Z and Millennials. “Films are best enjoyed when they are relatable to the audience. As a director, I tried to capture the pulse of Galaxy A Series – vibrant, young and fun. Shanaya and Prit are stellar performers and youth icons, so they naturally felt like the right choice for this film,” said Singh. You can watch the film here.

What is Awesome

IP67 – A feature that promises to resist spills or splashes.

IP67 – A feature that promises to resist spills or splashes.

The smartphone giant has already created quite a buzz in the market with the launch of five new models in its most popular A series category earlier this year. These include the Samsung Galaxy A73 5G, Samsung Galaxy A53 5G, Samsung Galaxy A33 5G, Samsung Galaxy A23 and Samsung Galaxy A13, each of which come with a promise of true awesomeness.

Innovations that set a new benchmark are synonymous with brand Samsung and everything it stands for. And with every innovation, comes a smartphone that sets itself apart. In that space, the Galaxy A Series smartphones are loaded with a plethora of features to delight over as they set out to democratize the premium smartphone experience for Indian users. Samsung has introduced some of its flagship features like OIS camera, Dolby Atmos surround sound, RAM boost and Knox security in the entire A series range.

But out of the long list of Awesome features, the one that stands out with this series is Optical Image Stabilization (OIS). A close second fan-favourite is IP67 – A feature that promises to resist spills or splashes. Rest assured, the Galaxy A Series is prepared for any ‘watery' mishap.

Step 1 for the campaign was done with identifying what's different about the A Series. And what followed was Step 2, which entailed putting out a piece of work that not just highlights the segment-first hardware feature, but also stays in people's hearts for times to come.

How Awesome was conceived

Social media is a big thing with the Gen MZ, who are always seeking ways to be awesome and project their best foot forward on social media. For this, they look for a lot more than just megapixels to get a good capture and shoot exciting content for their social handles. Samsung, and their creative partners, Cheil India, understood that their Gen Z consumers are evolved and need something more.

They realised that while the young consumer understands Image Stabilization as a concept, there is a lack of comprehension about the ‘technology' the powers it from the backend. So, the job was simple – to make the new release a solid combination of relatability, thrill and comprehensibility.

Keeping the direction in mind, the team had to come up with situations and insights that are truly relevant to Indians. Well, what could be more appealing than thinking-up a situation in a setting that's near and dear to Indian hearts – the big fat Indian wedding.

Post the pandemic, weddings are back with a bang, bigger than ever. And the trend these days for Gen MZ is all about giving old traditions a modern and fun twist for those precious social media likes. So for a generation that puts all their efforts into creating something fresh and unique, capturing these won't-repeat-again moments becomes of immense significance. And what's equally important is, it has to be captured blur-free.

With that thought, the new #AmpYourAwesome campaign was conceived and as they say, the rest is history! If you want to know more about the amazing A series smartphones,visit your nearest Samsung dealer or log onto the online store! There are special festive offers running on Samsung Galaxy A33 5G and Samsung Galaxy A53 5G with prices starting at just ₹24,499, with a chance to get Samsung Buds2 at half price and also avail easy EMI options with Samsung Finance+ (terms and conditions apply).

Disclaimer: This article has been produced on behalf of Samsung by HT Brand Studio.