Samsung India campaign showcases capabilities of its digital voice assistant

A film tells a heart-warming story of the relationship between a mother and daughter, and how Bixby Voice Assistant helps transform their lives despite an adversity

Samsung India has launched a digital campaign showcasing the capabilities of its digital voice assistant – Bixby through a powerful narrative that strikes a chord with viewers. The film is inspired by the life of a Motor Neuron Disease (MND)/ALS patient Sonal (name changed) who agreed to let Samsung work on a pilot project to help preserve her voice forever for her daughter.

The campaign shows a loving mother who is diagnosed with Motor Neuron Disease (MND)/ALS and is losing her voice and ability to move, and how Samsung customises its AI enabled Bixby technology to keep her voice alive on a Samsung smartphone so that her loved ones can continue to hear her voice.

For this project, Samsung Research Institute, Bangalore (SRI-B) worked with a company which specialises in core speech technologies. The company recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung Smartphone). Testing on Tizen OS (Refrigerator, Television) is under progress. This phase led to the discovery of Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India. It is a non-profit organisation supporting people with motor neuron disease (MND) and their families. It’s striving to infuse hope and positivity in their life, which will empower them to overcome the illness.

“At Samsung, we are focused on transforming people’s lives with innovative technologies. The endeavour is to solve real-life problems of consumers through meaningful innovations. This film depicts how Samsung can make the seemingly impossible, possible by using its AI voice assistant, Bixby to preserve the voice of a mother who is diagnosed with MND,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.

“Samsung, the leader in innovations, is always looking for ways to help people do the impossible. We are developing the first ever personalised AI voice assistant – Bixby to help people affected by Motor Neuron Disease leave their voices for their loved ones before they lose it. Cheil team set out to present a simple yet moving film showcasing the endless possibilities that Bixby can bring to the family coping with this unfortunate condition,” added, Josh Seokjin, Sr Art Director & Alberto Rodriguez, Sr Copywriter, Cheil HQ Global Creative Division.