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New Samsung Star*3DUOS TVC gets youth high on WiFi

Conceptualized by Cheil WW SW Asia, the commercial puts life on fatafat mode; watch the TVC here

New Samsung Star*3DUOS TVC gets youth high on WiFi

Conceptualized by Cheil WW SW Asia, the commercial puts life on fatafat mode; watch the TVC here

BestMediaInfo Bureau | Delhi | April 27, 2012

Cheil Worldwide SW Asia has created a new television commercial for the Samsung Star 3DUOS Touch Screen phone that puts life on fatafat mode.

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.  Samsung Mobile phones are armed with features that are superior to the competition and available at every price point.

Cheil’s challenge was to deliver a campaign, which not only captured the life of today’s 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. “Patience is not for me” tied in brilliantly with the concept FATAFAT, an Indian term commonly used to describe speed.  Hence, life fatafat.

Commenting on the new TVC, Alok Agrawal, Chief Operating Officer, Cheil Worldwide SW Asia, said, “In 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 – it is a breath of fresh air in this category long used to formula stories.”

The new television commercial draw’s attention to the WiFi feature, that sets apart the Samsung Star*3DUOS Touch Screen phone from the competition.

The WiFi enabled, Samsung Star*3DUOS  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 – 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 – the WiFi feature on the phone gets one going at unheard of speeds. All of this is integral to the ‘get-going’ 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 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.

The TVC:



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

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