Conceptualized by Cheil WW SW Asia, the commercial puts life on fatafat mode; watch the TVC here
BestMediaInfo Bureau | Delhi | April 27, 2012
The Samsung Star*3DUOS Touch Screen phone is the latest offering from Samsung Mobile, pioneers of this popular segment in the mobile phone business. In a bid to provide its consumers with the best in technology Samsung Mobile has been bringing in a number of aggressively priced models into the market.Â Â Samsung Mobile phones are armed with features that are superior to the competition and available at every price point.
Cheilâs challenge was to deliver a campaign, which not only captured the life of todayâs Gen Y, but also brought out the proposition i.e. Samsung Star*3DUOS with Wi-Fi empowers you to do things faster. This feature, coupled with the research insight that drew attention to what youth of today feel about waiting i.e.Â âPatience is not for meâ tied in brilliantly with the conceptÂ FATAFAT, an Indian term commonly used to describe speed.Â Â Hence,Â life fatafat.
Commenting on the new TVC, Alok Agrawal, Chief Operating Officer, Cheil Worldwide SW Asia, said, âIn the Star*3 commercial we have captured the pace and zing that characterizes the new India. The tearing hurry with which they lead their lives is brought alive in the story and execution. It was hard work and great fun putting this together â it is a breath of fresh air in this category long used to formula stories.â
The new television commercial drawâs attention to the WiFi feature, that sets apart the Samsung Star*3DUOS Touch Screen phone from the competition.
The WiFi enabled, Samsung Star*3DUOSÂ Â Touch Screen phone is the perfect fit for Gen Y that is taking life head on and re-writing timelines to live life to its max â be it with regard to relationships, jobs, pursuing interests and hobbies or simply in the way they like to relax. So, whether one is downloading, uploading or surfing the net â the WiFi feature on the phone gets one going at unheard of speeds. All of this is integral to the âget-goingâ attitude of its target audience.
Ashu from Blue Frog not only lent his voice to the lyrics but also put together the jingle. The directorial spin and impeccable art direction came from Marlon Rodrigues of Day Dreamers.
This TVC is part ofÂ 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.
Client: Samsung Electronics India Limited
Agency: Cheil Worldwide SW Asia
Creative Team: Varun Arora, Dinkar Porwal
Client Servicing team: Ankur Bora, Chhavi Kalra, Resham Ahluwalia & Chandramouli Prasad
Production House: Day Dreamers
Directed by: Marlon Rodrigues