Samsung India showcases the capability of voice to make a difference

Samsung India highlights how Bixby Voice Assistant can assist Motor Neuron Disease (MND)/ALS patient get a voice in a real-life inspired campaign.

The campaign titled #VoiceForever, created by Cheil India, features a daughter reading out an essay at school where she describes the relationship with her mother. She narrates her bond with her mother through activities where they are spending time together, listening to and laughing with one another.

However, the mother is missing from the picture and only the daughter is seen speaking to a phone with her father in the backdrop throughout the spot. It is later revealed that her mother is suffering from MND. The film is inspired by the life of MND patient Sonal (name changed) who agreed to let Samsung work on a pilot project to help preserve her voice forever for her daughter.

Samsung Research Institute Bangalore (SRI-B) recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung smartphone) for the campaign.

Samsung is further working with Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India and its testing Tizen OS (Refrigerator, Television) is under progress.

Josh Seokjin, senior art director and Alberto Rodriguez, senior copywriter from Cheil HQ global creative division said: “Samsung, the leader in innovations, is always looking for ways to help people do the impossible. We are developing the first ever personalized 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. We are delighted to see the heartwarming response that the film is getting and we are looking forward to perfecting the technology and inspiring many others.”

Ranjivjit Singh, chief marketing officer, Samsung India said: “At Samsung, we are focused on transforming people’s lives with innovative technologies. The endeavor 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.”

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