Dr LED was born in the Samsung building in New Delhi, India when retailers, brand managers and interactive teams were bombarded with questions on LED TV technology. He was designed to tackle various customer queries such as what is the difference between an LED & an LCD TV? Where can I buy an LED TV? And many more queries in the customer journey. 

We used social media to bridge the gap between customers online, baffled retailers and the product itself.

Initially, Dr LED was going to be launched online as a full response service within the website but eventually we turned towards Social. The character was beautifully illustrated by a very talented brand manager within the Samsung office.  

It was a project with a lot of learning as I got to interact with several departments and project stakeholders, brand managers and digital response management teams.