Samsung and Disha Patani: Influencer Marketing Fail

Samsung and Disha Patani: Influencer Marketing Fail
Case Code: CLMM153
Case Length: 3 Pages
Period: 2019
Pub Date: 2020
Teaching Note: Available
Price: Rs.150
Organization: Samsung India Electronics Pvt. Ltd.
Industry: Electrical & Electronics
Countries: India
Themes: Marketing Strategy, Digital Marketing, Marketing Communication, Social Media
Samsung and Disha Patani: Influencer Marketing Fail


The caselet "Samsung and Disha Patani: Influencer Marketing Fail," talks about the goof-up by Indian film actor and social media influencer Disha Patani in her Instagram post promoting two new smartphones in the Samsung Galaxy M Series. The caselet starts by providing details about Patani's Instagram post and the blunder that she committed. The repercussions of the post on Patani's social media image are described and questions are raised on the role of her social media team. Finally, the impact that the botch-up had on Samsung’s campaign and brand image is discussed.


  • Scrutinize the role played by influencer marketing in a company's digital marketing strategy
  • Analyze the intricacies involved in starting an influencer campaign
  • Determine the impact of a failed marketing campaign on brand image


In early January 2019, Samsung India Electronics Pvt. Ltd. (Samsung) chose popular Indian film actor, Disha Patani (Patani), to tease the launch of its upcoming Samsung Galaxy M Series on her Instagram account that had 17 million followers. Samsung was expected to host a media event on January 28, 2019, in New Delhi, India, to announce two Galaxy M-series phones: the Samsung Galaxy M10 and Galaxy M20. As of 2019, Samsung held second position in the Indian smartphone market, with a market share of 25%...


Social Media; Instagram Marketing; Social Media Influencer; Digital Marketing; Influencer Marketing; Failed Marketing Campaign; Marketing Strategy; Social Media Image; Brand Strategy; Product Testimonial; Content Marketing; Social Media Marketing; Digital Generation

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