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Samsung plays on efficiency USP in non-stop air-conditioning

Conceptualised by Cheil Worldwide SW Asia, the TVC plays on the ultra energy efficiency of Samsung ACsfor a “non-stop life”

BestMediaInfo Bureau | Delhi | April 30, 2013

The new television commercial for Samsung air-conditioners effectively demonstrates the brand’s ultra energy efficiency technology introduced in the new range of ACs. The TVC has been conceptualised by Cheil Worldwide SW Asia.

Over the years Samsung has taken quantum leaps in AC technology and introduced many breakthrough innovations. These have included perfecting one to fight the external elements, to innovations in improving indoor elements to the latest on energy efficiency.

Today, an AC is a must-have device in the Indian household. However, it is the running cost of an AC that has always deterred people from running one throughout the day and through the night. This can be extremely trying as homes occupy a prominent place in one’s quest for a successful life as it is here where we get recharged and rejuvenated to take on the challenges of tomorrow.

Research also shows that growing inflation has made the modern Indian household extremely conscious about their spending habits. In fact, a cut back on expense on usage of household energy is one of the most prominent among the 26 listed expenses in the past year, with 86 per cent of consumers cutting back on at least one. This clearly indicates that energy efficiency of an AC is a critical factor when purchasing an AC. Energy efficiency is exactly what the new range of Samsung ACs ensure as they are fitted with revolutionary Smart Inverter and Multijet technology which help save electricity bills.

The commercial by Cheil, backed by cohesive consumer research, effectively demonstrates the Smart Inverter and Mulitjet technology and resonates with the audience as it gives them the power to save on electricity bills and afford the cool comfort of a non-stop AC.

The challenge of course, lay in communicating this in a manner that would create a sense of awareness among consumers and encourage them to use the AC day and night. The idea “Life is non-stop and that’s why you need ultra energy efficient Samsung AC” scored high in the link research. It communicated that life is non-stop, which is why you need ultra energy efficient Samsung AC that will keep you cool and relaxed day and night without incurring huge electricity bills.

Nima Namchu, ECD, Cheil Worldwide SW Asia, said, “The task was to communicate the fact that now, with Samsung ACs, one can keep the air-conditioner switched on for long periods of time without worrying about power consumption. The tricky thing about any brief that includes economy and savings is that one can easily end up writing humorous and entertaining scripts at the cost of the people who are yet to discover the advantages of the product. So we approached it from a more positive angle and arrived at the idea or rather a question: When our lives go on 24x7, why should our appliances of convenience come to a stop? After that, getting to the script was easy.”

The TVC:



Agency: Cheil Worldwide SW Asia

ECD: Nima DT Namchu

Creative Directors: Alabhya Vaibhav, Dinkar Porwal

Planning: Vivek Dutta, Vartika Sahani

Client Servicing: Saurabh Mathur, Smriti Thakur

Production House: Think Pot

Directed by: Manoj Pillai

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