Call for entries open for BuzzInContent Awards 2020 Enter Now

Best Media Info

Editor’s Picks
Cannes Lions 2019

Guest Times

Samsung asks consumers to ‘soak it in’ with ACTIVWash+

The TVC, conceptualised by Cheil India, emphasises on the freedom to pre-wash heavy soiled cuffs and collars and delicate wear with ease with Samsung’s new washing machines

BestMediaInfo Bureau | Delhi | September 10, 2014

samsung-activwash-TVC Click on the image to watch the TVC.

The new TVC for Samsung ACTIVWash+ washing machines conceptualised by Cheil India (Cheil Worldwide SW Asia) is about a unique and dedicated space that provides the freedom to pre-wash heavy soiled cuffs and collars or even delicate wear, with ease and all at one place.

Samsung’s new washing machine, ACTIVWash+, comes with a unique 1 Kg washtub that helps soak, scrub and wash away grime and stains off heavily soiled clothes and handwash delicate garments prior to running a wash load. It is equipped with a push-button (for start and stop) and built-in side water jet, allowing for easy access to water at any time. The advanced care and cleaning action is because of the unique ‘wobble’ technology and ‘diamond drum’ that protect delicate fabrics from tangling and friction damage, and the increased washing power ensures clean clothes with lesser water consumption. With this, Samsung is set to deliver an exceptional level of convenience by uniting many essential features and advanced washing technologies in one machine.

The campaign effectively demonstrates how Samsung takes on board consumer feedback even for a basic chore like washing clothes and also communicates the USPs of ACTIVWash+. The thought behind ‘Mera idea’ stems from consumer feedback where most washing machine consumers in India complained that, in the kind of climatic conditions we live in, clothes tend to soil more than anywhere else in the world. This necessitates pre-wash soak and scrub, which is normally done in a separate tub, sink or bucket away from the washing machine, thus making washing of clothes a tedious task. Samsung developed ACTIVWash+ in keeping with the idea of being able to complete washing requirements in one place.

The clutter-breaking, conversational, warm and casual film showcases ACTIVWash+ as the ‘one stop solution for all washing needs’. The treatment is indicative and reflective of the modern Indian woman, whether housewife, working or single, and also signifies freedom by demonstrating Samsung’s contemporary lifestyle technology that is set to provide new experiences for today’s woman.

Nima DT Namchu Nima DT Namchu

“Freedom from a simple chore brought in by a technological innovation required a no-fuss execution – a simple and effective way to demonstrate how to wash, hand wash and pre-wash with the smart new ACTIVWash+,” said Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia.

Kundan Joshee Kundan Joshee

Kundan Joshee, Head, Integrated Services, Cheil Worldwide SW Asia, added, “It was important that we communicate that the brand listens and delivers. Samsung has brought forth exactly what the Indian consumer was seeking, and this comes through beautifully in the TVC.”

The TVC:



Client: Samsung Electronics India

Brand/Product: Samsung ACTIVWash+ Washing Machine

Agency: Cheil Worldwide SW Asia

Chief Creative Officer: Nima DT Namchu

Creative Team: Navin Theeng, Kaushik Saha, R Shiva Kumar, Piyush Jain, Saurabh Sabikhi, Deepak Bisht

Integrated Services Team: Kundan Joshee, Mohit Mishra, Rohit Verma, Jatin Khanna, Gurbani Ahluwalia

Account Planning: Atishi Pradhan, Vartika Sahani

Production House: Storytellers

Director: Arun Gopalan

Producer: Zina Khan

Post a Comment