Samsung gets emotional: New campaign aims to celebrate motherhood

Samsung's new campaign drives home the point that its refrigerators will never fail their owners

How do you stand out in a category which is chock a block with players and there is very little technological differentiation between one brand and the other? You either turn goofy or try to tug at the potential consumer’s heartstrings. Samsung has increasingly followed the second path while offering a wide range at a competitive price. 

The company claims that it is the leading player in the frost-free and side by side refrigerator segments with a market share of 40 per cent and 47 per cent respectively. The overall refrigerator market in the country is expected to grow to