In the hyper-competitive Indian smartphone market, differentiation is survival. Consumers compare phones across brands and price ranges — and the first spec that drives preference is always the camera.
Whether it’s a ₹15K phone or a ₹1.5L flagship, camera experience is the most sought-after feature. It takes different forms of comparison across segments: megapixels, number of cameras, zoom, AI features, and more.
At Samsung India, we wanted to move beyond specs. The real question was:
👉 What are the emerging, unmet camera needs of the next generation of users?
To answer this, we went straight to the people pushing smartphone cameras beyond their advertised limits. Gen Z creators, not Instagram influencers.But photographers, storytellers, fashion designers, models, stylists, communication designers, and students.
We conducted in-depth interviews with ~28 students at NIFT Delhi. These creators, often using budget smartphones, had figured out hacks, apps, and workarounds to achieve results rivaling professional setups. Their needs were already ahead of what OEMs were offering.
After the NIFT study, we wanted to see how these needs evolved in a professional landscape where tools, expectations, and stakes are different.