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Samsung makes a smart call for the Galaxy Grand

The TVC has been conceptualised by Leo Burnett and targets the younger consumer by creating a synergy with the aspirational features of the smartphone

BestMediaInfo Bureau | Mumbai | February 25, 2013

Samsung Electronics, one of the leaders in smartphone products, has unveiled a new TVC to showcase the Galaxy Grand, a recently introduced dual-SIM smartphone in India. The ad has been conceptualised by Leo Burnett and is being aired across Hindi and English entertainment and movie channels starting February 16.

Strongly focused on creating a work life balance between personal and professional lives of youngsters, the TVC creates synergy between the consumers and the features of the product by showcasing aspirations, passion and hobbies of an ambitious and confident individual. The TVC begins with a young male professional, aspiring to live a grand life by travelling on a bike to see the mountains kiss clouds, the sky changing colours to every possible shade. He wishes to capture his memories with big screen experience and stay connected with his friends. The next thing you know, he mentions about reserving a special place to watch movies. A super appears in the foreground that reads: ‘Samsung Galaxy Grand’.

The TVC has been conceptualised to depict the Galaxy Grand’s innovative dual-SIM feature wherein the professional is able to enjoy personal moments such as biking, moments with friends, mountaineering. Also, the commercial encourages the younger generation to capture personal moments through purchase of the right smartphone in spite of budgetary constraints and highlights top-end hardware and software features with the very attractive price of the Galaxy Grand. Clearly, the TVC drives home Samsung’s leadership in the smartphone segment in the Indian market Rahul Saighal, CMO, Samsung Electronics India, said, “The Galaxy Grand redefines the smartphone experience for consumers and this wonderful proposition of the device is what this ad seeks to communicate. The ad brings out the superior performance and features of the Galaxy Grand in an aspirational manner along with the superior value proposition that it provides. The richness of the visuals communicated through a personalised narrative brings alive the wonder of the device for viewers.”

Sainath Saraban, Executive Creative Director, Leo Burnett, elaborating on the campaign strategy, said, “The commercial is about a person who steps out of his routine office life to one where he enjoys grand experiences with the phone. Each experience stems from one of the features of the phone. The story has been treated in a manner where the phone becomes an initiator for our protagonist into these experiences.”

The TVC:

 [youtube]http://www.youtube.com/watch?v=6edi0UACzcc[/youtube] Credits:

Client: Samsung Electronics India Agency: Leo Burnett Creative Team: Sainath Saraban, Sumit Negi Account Management: Ravpreet Ganesh, Ankur Bora, Rohan Bharel Account Planning: Megha Deorani Production House: Cutting Edge Pictures Director: Julien Trousselier Producer: Billoo Sandhu Director of Photography: Daniel Music Director: Rupert Post house: After Post


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