Samsung launched in December 1995 in India and it focused on establishing itself as one of the most visible brands in the market while also building a loyal customer base.

The new millennium saw another shake up of the Indian Economy, with giants launching top-of-the-lines models for an expanding Indian economy. They all offered great quality, digital sound, digital picture at a great price. This increased the competition among brands in the market.

Pre-launch market research indicated that the proposition of 'Ultimate Distortion Free Picture' was the talking point for all brands. All Flat televisions were the same for the consumers. There was no clear USP with any brand. The key differentiator was the brand itself and the price value proposition. With this research Samsung launched Plano, the Real Flat Television amidst huge competition from various brands.

Samsung targeted the adult male (30+) as its primary target audience. Since television is an entertainment product, the entire household became the target. A household which is looking for the best and the latest product does not mind paying extra for a superior product, was the basic premise on which the campaign hinged.

Samsung focused on this and started increasing awareness of the brand through the television and colour magazine ads. Its main task was to establish Plano as the technology leader in Flat television segment. So it effectively communicated its strategy of "Samsung Plano: Amazingly Life Like" among the masses.