Samsung has been working with youngsters around India for a long time. It’s not just about presenting the latest and greatest devices; the company has always involved youngsters when it comes to research and development. Take the example of Samsung E.D.G.E. (Empowering Dreams Gaining Excellence), the company’s annual flagship campus programme that offers the youth opportunities to showcase their business acumen, strategic thinking and leadership skills.

The ninth edition of the programme saw the participation of over 15,000 students from 40 premiere campuses, including top-tier B-schools, engineering colleges and design schools.

Team RSP from XLRI Jamshedpur emerged as national winners. RSP’s idea included the use of brand mascots, geo-targeting, Gen MZ hotspot tagging and mall activations. The team of Pranjali Bhatia, Siddhartha Dwivedi, Rohan Bhardwaj received a cash prize of ₹450,000, Samsung’s flagship smartphones and pre-placement offers from Samsung.

Team Chevy67 from XLRI, Jamshedpur, was declared first runners-up. The proposed idea focused on driving adoption and creating an interconnected, future-ready ecosystem that streamlines the user experience globally by guiding them in their purchase journey. The team comprised Apurvaa Mittal, Chayan Banerjee and Shubham Tripathy.

Team Pheonix from the Indian Institute of Foreign Trade, Calcutta, was second runners-up. Their forward-thinking ideas involving ‘Spin to Win’ Smart QR Codes and “infinite experiences” with sustainable design, aimed to elevate the brand engagement. The team comprised Varun Goyal, Umang Jain and Saksham Jain.

“Through the years, Samsung E.D.G.E. has continually empowered students, offering a platform to showcase their creative solutions for enhanced consumer experience,” said JB Park, President and CEO, Samsung Southwest Asia.