The three films by Cheil are aimed at rekindling the fire for smartphones among Gen Y consumers
BestMediaInfo Bureau | Delhi | December 16, 2011
The new Samsung television commercials by Cheil are aimed at driving preference for the Samsung Galaxy Y and Wave Y smartphones and set the pace for Gen Y to make a shift from feature-based to smartphones. The smartphone market stands at 7 per cent of the total volumes and Samsung Galaxy and Wave are Android and Bada-based smartphones, respectively.
Gen Y was the obvious choice to target the communication but the challenge was to elevate it to the next level. Cheil’s research led to the insight “Aapke pass nahin hai kya…?” which was gained through interactions with college students and newbie executives. Today’s Gen Y is extremely serious about experiences gained through college and the early years of their career; they are greatly influenced by their peers and do not want to be left behind. They are also the earliest adopters of new technologies.
All these inferences matched with what was being offered by the new Samsung Galaxy Y & Wave Y smartphones and presented the agency with the opportunity to lead the consumer to make a shift from feature phones to an accessible smartphone. With the ‘Now you have the freedom to Change to Smart’ positioning, it has rekindled the desire to own a smartphone by Gen Y consumers.
In keeping with the research findings, the agency created three mind-tickling commercials, which address the need to be smart by having a smart phone. The commercials are centered on the life of the TG -- one is a set at a ‘‘chai ki tapri’, the second one opens in an office, and the last story unfolds in a classroom. The films are a depiction of two sets of people -- the haves and the have nots. They end with the ones owning a smartphone tackling a situation by simply using the Galaxy y or Wave Y smartphone. That’s not all. In the end, when the antagonists show their interest in the phone, they are slapped with a simple question: “Aapke pass nahin hai kya…?”
Commenting on the campaign, Alok Agrawal, Chief Operating Officer, Cheil Worldwide SW Asia, said, “The success of the Samsung Galaxy Ace & Pro campaigns earlier this year made it imperative to set a higher benchmark as with the Galaxy Y & Wave Y. The consumer now has access to Samsung’s widest range of smartphones. We leveraged the insight that today’s youth prides themselves in their smartness and prefer to use smartness over other methods to get ahead. Thus, Galaxy Y and Wave Y are a call to the youth of India to adopt ‘smart’ as a way of life. The spots are little incidents from our everyday lives where some smart thinking makes the day.”
Agency: Cheil Worldwide SW Asia
Executive Creative Director (Copy): Varun Arora
Creative Director (Art): Dinkar Podwal
Client Servicing: Chandramouli Prasad, Srijeet Das, Soma Chatterjee
Production house: Storytellers
Direction: Arun Gopalan