Campaign India Team
Oct 13, 2016

Samsung 'Smart Class' showcases impact, with heartwarming true story

Watch the film conceptualised by Cheil Worldwide here

Samsung has rolled out a film to show the impact of its 'Smart Class' initiative it rolled out in 2013. Samsung had tied up with Jawahar Navodaya Vidyalaya Samiti for the same. 
A film conceptualised by Cheil Worldwide has now been rolled out to showcase the impact of the initiative. 
The film features a couple in a village, whose son Sadanand is away studying in a town. As the lady makes kheer (sweet) for his birthday, her husband taunts her, because he is convinced their son will not return to the village. By ferry and then by bus, they head to his school, kheer in hand. 
As they enter a classroom they see their son in conversation with a doctor on the television through video conference. He makes a presentation as the parents look on. The doctor is impressed with Sadanand's presentation and he is selected to go to Australia and the other students applaud. 
He turns to see his parents behind him. His mom meets him with a hug and wishes him for his birthday. The teacher reiterates what has just happened and tells them that Sadanand will be going to Australia. The father asks him what are his plans once he returns from Australia. The boy replies that he'll continue studying in the city. He adds that the facilities he gets in the city he won't get in the village. He then shows them a Samsung tab and a feature on it. After the voice over introduces the 'Smart Class', the boy informs his dad that once he becomes a doctor, he will return to the village, for good. That brings a smile to the older man's face. 
The couple are then on their journey back home. The bus conductor, who had teased the father about his son being away on their journey to town, asks the man what he found in the city. The man, referring to his son, replies proudly that he found a diamond. The couple exchange smiles as the proud father fights back tears of joy. 
According to a note on YouTube, 'Smart Class' is present across 373 Jawahar Navodaya Vidyalaya across rural India. The note adds, 'Over 2 lakh students have been introduced to modern learning with the help of Samsung tablets, Smartboards and other devices in these classes.'
Campaign India

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