The new TVC, conceptualised by Cheil India, creates a sharp product differentiation by dramatising usage in a unique manner
BestMediaInfo Bureau | Delhi | September 30, 2013
Cheil Indiaâs latest television commercial promoting Samsungâs Galaxy Tab3 drives preference for the Galaxy Tab3 as a device with which one can share many worlds. The TVC went on air on September 19, 2013.
The Galaxy Tab3 arrived in a cluttered market space and therefore required differentiation and distinctive positioning. Cheil India decided to leverage its unique multi-window feature, whereby one can enjoy and experience two things at the same time. In fact, the Galaxy Tab3 is the only product in the category that comes with this feature.
The task was to create a sharp differentiation by dramatising usage in a unique manner. The TVC shows different sets of people with diversely different emotions, using a single tab between them â two people on two different windows on the Galaxy Tab3 can come together and share a moment! The TVC brings in the point of view âMany Worlds. One Tabâ.
Rahul Saighal, CMO, Samsung India, said, âThe Galaxy Tab3 is all about the joys of experiencing different things while being together, thanks to its multi-view feature. All the different moments and situations in the film depict togetherness of two different individuals, hence the proposition âMany Worlds. One Tab.ââ
Nima DT Namchu, Creative Head & Executive Creative Director, Cheil Worldwide SW Asia, said, âThe TVC developed for the Galaxy Tab3 is all about coming together with this innovative device. The montage across the film, be it the twin girls, the two boys on the metro or the grandfather, is all about bringing together two disparate people â heads joined together being the visual interpretation â to communicate that two people on two different windows can come together and share on a single device.â
The TVC commences in the green room, where the girls, though twins, are poles apart â one dressed in white and the other in black. And this difference is accentuated by the emotions that they display on screen â one is sobbing and the other is looking really pleased with herself, a happy mirror to her twin who is sad. She at one point realizes that her twin is sobbing, looks up at her with an enquiring look gives her a nudge as if to say âHey! Donât be sad.ââ
This is followed by a sequence in the metro where we see two friends traveling together. One has a guitar perched next to him and seems to be engrossed in his own world with the headset on his ears, tapping his foot to a beat only he can hear. The other, wearing a sports jacket, seems to be intently looking down at something not visible on screen. Suddenly thereâs a loud, disappointed outburst, which disturbs the otherwise monotonous individual journeys of the metro travellers including his friend, and realising this, the one in the sports jacket looks quite sheepish. His friend then looks up only to dismiss his outburst as if it were a normal thing to do.
The setting then opens on to a park to a little girl looking a little bored as her grandfather seems to be reading something attentively with a frown on his face. The dissimilarity between the two here is in terms of age. She then distracts him by pulling on his beard playfully, upon which he draws her closer. It is at this moment that we realise that he has been reading an article on stocks, and that he uses the unique multi-window feature of the Samsung Galaxy Tab3 to open a second window and play an animation film for the little one to enjoy while he continues to read articles of his own interest. The film pulls back to see her rest her head on his shoulder and watch her animation film in excitement.
Here is when the mystery of the disparate reactions in the other sequence also becomes apparent, when the film cuts back to show the twins sequence where the sobbing of one was is a result of watching an emotional film and the joy in the other was due to shopping online on the same tab on side-by-side windows. In the case of the metro travellers, the music fan is listening to an album on the tab while the sports fan is reading up on a match update.
Client: Samsung Electronics India
Brand/Product: Samsung Galaxy Tab3
Agency: Cheil Worldwide SW Asia
Creative Head & ECD: Nima DT Namchu
Group Creative Directors: Anupama Ramaswamy, Simran Sahni
Client Servicing Team: Kundan Joshee, Aarti Malhotra
Production House: Purple Vishnu Films
Directed by: Sainath Chaudhary