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Samsung Grand Neo brings two creative agencies together

Cheil Worldwide SW Asia and Enormous Brands create new campaign for the cell phone

BestMediaInfo Bureau | Delhi | April 8, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Samsung has come out with a new campaign for its Galaxy Grand Neo. However, while the advertising has its creative plus points what sets it apart from other or even earlier Samsung ads, is the fact that two creative agencies have collaborated to make this campaign.

Cheil Worldwide SW Asia and Enormous Brands have worked together for the campaign which went on air on March 17, 2014. The usual norm and news in the advertising world is that of competition and rivalry. However, this collaboration at the strategic and creative level has extended the Galaxy Grand's promise of Grand celebration Everyday, a step further.

Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia said “While the news of this collaboration might raise some eyebrows, collaborating with the best talent available at a given point in time is one of the ways to deliver the best possible product for our clients. And as agencies, we have all been doing it for decades – with directors, painters, musicians, sculptors… Of course, working with another creative agency is relatively a new thing.”

The new product is launched with the thought of 'Make the everyday Grand'. The special effects and features of the phone is shown through the eyes of a young couple who are seen sharing dinner. It is revealed in the next moment that one of them is not at the table, and the phone has made him forget that. It shows them enjoying a music performance on their phone. With its high quality sound, the couple feels that they are sitting in an auditorium where the singer is giving them a private performance. More such everyday situations are shown turning Grand with the use of the phone.

Ashish Khazanchi, Managing Partner, Enormous Brands elaborates, “Advertising is always co-created. Be it client - agency, agency - filmmaker or even a creative & media agency collaboration. However, today, with the surge in numbers of non-network pedigreed creative agencies, alliances like this have not just become possible but also desirable. They simply bring a larger talent pool to the table.”

According to Kundan Joshee, Sr. Vice President, Cheil Worldwide SW Asia, “Samsung’s GALAXY Grand is all about making the every day grand. With the GALAXY Grand Neo we decided to take on a new way to look at this opportunity. We do believe, we’ve succeeded.”

The TVC:



Client: Samsung Electronics (Samsung Galaxy Grand Neo)

Agency: Cheil Worldwide SW Asia

Chief Creative Officer: Nima DT Namchu [Cheil]

Creative Collaborator: Ashish Khazanchi [Enormous]

Client Servicing Team: Kundan Joshee, Mayukh Hazarika, Deo Narayan

Production House: Hello Robot

Directed by: Bruce St Claire

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