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Cheil WW SW Asia launches new Samsung Champ TVC

Takes ‘Musicgiri non-stop’ to the next level; Sets the beat with the One- Touch laakhon download; watch the TVC here.

Neha Saraiya | Delhi | June 17, 2011

Cheil’s new television commercial for the Samsung Champ Smart phone sets the pulses racing with the One-Touch choice for laakhon download and re-defines the product’s proposition - ‘Musicgiri non-stop’.

In researching the rise in demand for Samsung Champ, Cheil discovered that the target consumers were constantly yearning for favourite songs/music at their fingertips and ended up carrying multiple gadgets crammed with their choice, along with the phone as that could never be left behind.


The Samsung Champ laakhon download is almost like carrying 10,000 CD’s on your phone and has enabled another model offering with a value added eco-system - its music store thus doing away the bother of multiple gadgets and offering more to the consumer. Here, one can download of up to 1,00,000 songs from the Samsung Apps portal i.e., which offers not only free songs, but also the latest ones in a variety of genres like bollywood, international, regional, ghazals, devotional etc., with the help of music aggregator Hungama.

It is no surprise that that ‘Touch’ has become a popular segment in the mobile phone business and Samsung Mobile has taken advantage of this in the last few years and rolled out a number of aggressively priced models. Capitalising on Samsung Mobile’s innovations, the campaign was based on the single minded and clear proposition i.e. One touch of the Samsung Champ get’s your favourite music onto your phone is aptly demonstrated by several music CD’s coming out of a music store and making their own way to get into the phone. The entire look and feel of the TVC is urbane, contemporary and stylish. Executed by director Anand Iyer from Soda films who brought life to the entire TVC with his impeccable sense of art direction combined with excellent computer graphics by Johnny Soko and the Flying Robots team and the first ever attempt at such an execution by a mobile phone manufacturer.

This TVC is part of the line-up of an exciting range of products where Cheil Worldwide is actively involved in building communication across 360-degree consumer touch points, that offer a high degree of excitement and creating buzz for the brand.


National Creative Director: Elvis Sequeira

Creative Team: Alabhya Vaibhav,Gyaan Sagar & Kumar Saurabh

Client Servicing team: Chandramouli Prasad, Ankur Bora, Chhavi Kalra

Production House: Soda Films

Directed by: Anand Iyer (Andy)

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