Brand ambassador Priyanka Chopra exemplifies her role as a catalyst of change
BestMediaInfo Bureau | Delhi | May 8, 2012
Cheil’s latest television commercial for Samsung refrigerators is a new take – ‘Ek fresh soch’ – on how technology works hand-in-hand as an ally in the life of today’s working woman. The idea behind the campaign was to introduce the new Digital Inverter Compressor (DIC) technology in the new range of Samsung frost-free and side-by-side refrigerators, in keeping with Samsung’s legacy of innovation. This technology promises to bring about a revolution in the refrigerator product category and will also separate the ordinary from the advanced.
The entire campaign revolves around the ‘Ek fresh soch’ communication. The films are contemporary, clutter-breaking and bring a vital technological and emotional connect with the woman of today. The introduction of appreciation from a child is unique as this not only brings to life product features and benefits but also elaborates sensitivities in today’s home, and shows how aware children are of their surroundings and their sense of appreciation of little things in their lives. This coupled with Priyanka Chopra’s role-play as the catalyst of change bringing joy in peoples’ lives makes for a great connect with the audience for Samsung home appliances.
Speaking on the campaign, Alok Agrawal, COO, Cheil Worldwide South West Asia, said, “The new line of refrigerators demonstrates Samsung’s contemporary lifestyle technology that is set to provide new experiences for today’s woman. Our treatment of the campaign and the messaging is reflective of the modern Indian woman, whether housewife, working or single. Key brand and product features have been translated into an emotional benefit from a child’s point of view, as expressions of appreciation for changing the child’s life. The creative leverages Priyanka Chopra as the catalyst of the change as promised by Samsung Refrigerators.”
Client: Samsung Electronics India
Agency: Cheil Worldwide SW Asia
Creative Team: Shiva Kumar, Ayon Sarkar
Client Servicing: Amit Ahluwalia, Gireesh Gupta, Nitin Mahajan
Production House: Fleet Ent. Pvt Ltd.
Director: Tarun Mansukhani