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Cheil WW SW Asia new TVCs drive preference for Samsung Galaxy

Reveals new youth cultural icons - Ace and Pro; gets youth to communicate in the new “lips” language.

Cheil WW SW Asia new TVCs drive preference for Samsung Galaxy

Reveals new youth cultural icons - Ace and Pro; gets youth to communicate in the new “lips” language.

Neha S | Delhi | May 13, 2011

Cheil’s latest television commercials ring in the new youth cultural icons with the new SamsungGalaxy Smartphones.

The innovative and quirky story in these commercials showcases cool people using the Samsung Galaxy Ace and Galaxy Pro mobile phones to express themselves – the “lips” language. From Varun Mango Singh, to Chinese Dosa King, to Boyfriend who is lousy to Travel to Dalhousie, everything is a reflection of what they do and speak.

Cheil’s interaction with young consumers was an exhilarating experience coupled with amazing learning… from today’s youth wanting to give a cool trendy name to everything around them to making lists of things trendy, to hanging out at trendiest places and sharing their life with a select band of friends to wanting to do all this in their own style and fashion and so on.

This youth trending along with the Samsung Galaxy Smartphone being the most sought after and coolest handset; and the fact that today’s consumers want to leave a mark on the world, was woven by Cheil into the two TVCs through the quirky tales that these youngsters either searched or shared in the “lips” language. This unique technique of “lips” was created by leveraging the voice app in the phones and draws attention to new Samsung Galaxy range that operates on Android the most desired platform for it offers a host of applications and unmatched experience, allowing users to customize their phones their way making it the clear winner as the OS for Smartphones.



Samsung Galaxy has been the leading and most desired Smartphone and it is now expanding its franchise by launching a range of handsets. Samsung as a brand is about brilliance of technology and all Samsung Galaxy phones come with a Superfast Processor, a large screen with highest resolution and an unmatched user experience through its proprietary Touchwiz 3.0 interface, Swype and Social Hub.

These TVCs are 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.


Agency: Cheil Worldwide SW Asia

Creative Directors: Elvis Sequeira, Alabhya Vaibhav, Kumar Saurabh

Art: Gyaan Sagar

Client Servicing team: Chandramouli Prasad, Srijeet Das, Soma Chatterjee, Mithila Manhas

Production House: Kiss Films

Directed by: Shikha & Param

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