The new campaign takes ‘Y’ smart to the next level and generates dual ‘Y’ power
BestMediaInfo Bureau | Delhi | May 1, 2012
Cheil’s latest television commercial promoting the Galaxy Y DUOS is an extension of the earlier campaign that drove preference for the Samsung Galaxy Y Smartphones and set the pace for Gen Y to make a shift from feature to smart phones.
Once again Samsung has created a buzz in the market by launching the one of its kind Dual SIM Android phone – Galaxy Y Duos. Samsung Galaxy Y Duos (GT-S6102) is a touch-screen dual-SIM Smartphone. It has 3.14" screen with QVGA resolution and an 832 MHz processor.
For Cheil the launch of the Samsung Galaxy Y Duos was an ideal platform to carry forward the DNA of Galaxy Y and at the same time display the benefit of a Dual SIM Android phone.
Speaking about this new commercial for the Galaxy Y series, Alok Agrawal, COO, Cheil Worldwide SW Asia said, “Galaxy Y is a great franchise which we’ve built by riding on an insight where we have divided the world of tech into the have and have not’s. Smartphones is the way forward in the mobile category and the market is in an exciting phase. This is the second campaign from Galaxy Y and we are looking ahead to more exciting work in this space.”
Cheil’s communication clearly shows the protagonist with Samsung Galaxy Y Duos demarcating the world between the have and the have not’s and the need to be smart and have a smart phone in life. In the new TVC created for Samsung ‘s new Smartphone which has been set in a café shows a young girl with the new Galaxy Y Duos, put an irritating loud mouthed character in a in his place. As before, the communication ends with the antagonists being teased with a simple question “Dual SIM hai aur Samsrtphone bhi, lekin aap ke pass nahin hai…Uncle?”.
India’s mobile phone market is witnessing exponential growth and the Smartphone market has gained traction with every mobile handset manufacturer offering Smartphones at various price points and service providers providing lucrative data plans to entice the consumer to use email, apps etc on their phones.
In this growth story, Samsung mobile has emerged as the No. 1 Smartphone brand in India. Samsung’s positioning is no surprise as it understands the consumer and develops Smartphones to cater to the needs of all types of users. The Samsung Galaxy series of phones democratized Smartphones and Y added fuel to the fire. In 2011, the Galaxy Y series were launched though a successful campaign of TVCs that clearly focused on the youth of today. Confident and courageous to take up challenges and solve them in their own unique ways.
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.
Client: Samsung Electronics India Limited
Agency: Cheil Worldwide SW Asia
Creative Team: Varun Arora, Dinkar Porwal, Vishal Sagar
Client Servicing team: Srijeet Das, Soma Chatterjee, Shruti Nanda, Chandramouli Prasad
Production House: Code Rd
Directed by: Gajraj Rao