BENGALURU: Samsung India Electronics has launched the Samsung Galaxy J2, a 4G LTE smartphone for the mass market in India. The phone will be available starting 21 September, 2015 in the country. Apart from being a 4G enabled phone, the J2 is tailor made to meet consumer needs.

The company is in the process of chalking out a multi-media campaign with creative agency Cheil and media buying agency Lodestar.

Speaking to Indiantelevision.com, Samsung India vice president of marketing, IT & mobile Asim Warsi said that BTL activities have commenced and the retail visibility leg of the campaign has already started. “Over the next few weeks, the campaign will roll out across various mediums, including television,” he said.

The J2 is Samsung’s 17th LTE 4G device launch so far, a slate that includes high end Samsung smartphones in the price range of Rs 65,000+ to tablets to the lower end smartphones. The J2 is priced at Rs 8490 with the intent to take on players such as Xiaomi, Micromax, etc. that offer low cost smartphones in the country.

The company’s research also reveals that of the 70 crore active mobile connections in India, about 25 crore have internet access capability, and of these about 17 crore are smartphones. Based on this insight, Samsung India sees a huge opportunity to bridge the gap between the total number of mobile connections and smartphones in India.

Further, the company says that key features of the phone have been developed in Samsung’s Indian R&D facilities strengthening the company’s commitment to ‘Make in India.’ The phone has features ranging from the India centric user interface to the Ultra Data Saving mode.