The TVC, conceptualised by Cheil India, highlights a mother’s love to provide her kids with healthy meals
BestMediaInfo Bureau | Mumbai | October 1, 2014
Samsung has unveiled a new TVC on its Slim Fry Microwave Oven. The TVC, conceptualised by Cheil Worldwide SW Asia (Cheil India), went on air on September 25, 2014 and highlights oil-free cooking.
The Samsung Slim Fry Microwave Oven fries food without a deep fryer with its breakthrough Slim Fry technology. It uses the circulating warm air to cook fried food as crisp as deep-fried and only with 80 per cent less fat.
We are a food crazy nation and believe in no half-measures when we indulge in our favourite food, especially street food, which is mainly deep fried and unhealthy. Even though we are fond of such food, it should not become a staple diet as frying adds a huge amount of calories and fat to meals. Moreover, this even holds true for fresh vegetables as well where the frying process also robs fresh food of its nutritional value.
The communication had to clearly establish the unique benefit of cooking with Slim Fry technology and it has been effectively captured in the television commercial by showing a mother’s unconditional love when feeding her child. The TVC takes you through snapshots of mothers of all age groups from different parts of India, where they are shown frying food in the traditional way and feeding their child. It then introduces the ‘Samsung Mother’ who is seen giving her child his favourite French fries, which she cooks in the Samsung Slim Fry Microwave Oven, with up to 80 per cent less oil. The TVC further establishes the idea in the jingle “A mother’s love will never reduce but the oil in the food can definitely be reduced with Samsung Slim Fry technology.”
“Healthy is increasingly becoming something mums are looking to put on their kids’ plates. However, more often than not, either taste or health gets compromised. When we were presented with a product that promised the same great taste, only with a lot less oil, getting to the idea of 'the same indulgence but a lot less oil' was only logical,” said Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia.
Kundan Joshee, Head Integrated Services, Cheil Worldwide SW Asia, commented, “Mothers love is unconditional and one of her expression of love is in the way she cooks and feeds her family. We built on this insight and showcased the benefit in her everyday life rather than the conventional announcement and standard health claims.”
Client: Samsung Electronics India
Brand/Product: Slim Fry Microwave Oven
Agency: Cheil Worldwide SW Asia
Chief Creative Officer: Nima DT Namchu
Creative Team: Anupama Ramaswamy, Simran Sahni, Hemangi Chatterjee, Priyanka Luthra
Integrated Services Team: Kundan Joshee, Mohit Mishra, Rohit Verma, Jatin Khanna, Gurbani Ahluwalia
Account Planning: Atishi Pradhan, Vartika Sahani
Production House: Bootpolissh Films
Director: Shujaat Saudagar