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Samsung brings a fresh perspective to festive joy

Based on Indian insights, the two slice of life films done by Cheil Worldwide SW Asia not only capture the festivities, but also showcase the benefits of Samsung’s innovative solutions

BestMediaInfo Bureau | Delhi | October 30, 2015

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

Cheil Worldwide SW Asia has created two new TVCs for Samsung Convertible Refrigerator and Samsung Fully Automatic Washing Machine as the digital appliances major celebrates the festive season with consumers in India.

Based on Indian insights, the slice of life films not only capture festivities that are a part of every Indian household this time of the year, but also showcase the benefits of the Samsung innovative solutions that make people’s lives better.

The campaign has been created by Cheil Worldwide SW Asia HQ office in India. It will be on-air in over 50+ channels across all genres and will continue till November 2015.

Festival season is the biggest occasion for consumers to purchase consumer durables for the household and Samsung, being a leading brand, wants consumers to benefit from its innovative products and solutions.

Both Samsung Convertible Refrigerator and Samsung ActivWash+ washing machines are the result of consumer research and innovations in India, as part of the Company’s ‘Make for India’ initiative, where products are developed keeping the Indian consumers needs in mind.

Samsung celebrates the great Indian festival season with consumers by offering innovative technology lead products, that is, Samsung Smart Convertible Refrigerator and Samsung ActivWash+ Fully Automatic Washing Machine to its consumers, which establishes Samsung as an essential part of every household in India.

On festive occasions, gifting is a key ritual in India. Guests bring everything from fruits to sweets to chocolates. Almost all homes face the dilemma of where to store all these, as most of them need to be refrigerated and are perishable in nature. Samsung’s Smart Convertible refrigerator gives the freedom to its consumers of converting the unused freezer section into fridge as and when needed by simply pressing a button.

The aim of the film is to highlight the joy and emotion and to underline togetherness and family ties on a festive occasion. This is typical of India where family and tradition come to the forefront especially on celebratory occasions even in modern families. There is a conscious effort to make sure the warm emotions that are a part of every Indian festival are highlighted in both the films.

The refrigerator film opens in an urban home. Where one after the other, friends and family are seen coming to be part of the festivities and they don’t come empty-handed. Gifts, fruits and sweets get piled up with every visitor. The helpful husband tries to find a place to keep everything, and opens the refrigerator only to find it full. He asks, his wife, “Where do we keep this?” to which she playfully replies, upar (up there). Confused he looks around, when the woman walks up to the refrigerator and converts its freezer into a fridge with a press of a button, thereby making space for all the fruits and gifts.

Preparation is an important part of every festival in India. Various activities like decorating the house, preparing sweets and special dishes are an integral activity undertaken at every Indian home. And needless to say, clothes are bound to get stained during these activities. The pain of washing these clothes at separate places (i.e. scrub under the tap, etc) is eliminated by the Samsung ActivWash+ Washing Machines that come with everything from a 1kg multipurpose sink to side water jet and more features for the convenience of the consumer.

The aim of the film is to highlight the joy and emotion and to underline togetherness and family ties on a festive occasion. This is typical of India where family and tradition come to the forefront especially on celebratory occasions even in modern families. There is a conscious effort to make sure the warm emotions that are a part of every Indian festival is highlighted in both the films.

The Washing Machine film opens in an urban home. We see a man and his wife preparing for the evening’s festivities. The hustle bustle is interrupted with a cry. They turn around to find their little daughter crying, as someone’s put rangoli color on her dress. The father asks, who did it? The girl points at her older brother who nods saying he’s not to blame and playfully points at the family dog. The innocent dog looks around. The father smiles and takes her dress towards the washbasin for cleaning. The wife interrupts and tells him now he can scrub and wash at one place, ‘thanks to the Samsung ActivWash+, that comes with a 1kg multipurpose sink and side water jet’.

Kundan Joshee Kundan Joshee

Kundan Joshee, Senior Vice President, Cheil Worldwide, commented, “Festive season is the busiest season for most of the sectors, be it FMCG, consumer durables or consumer electronics. During this time, the biggest challenge is to bring about a fresh perspective and break the clutter while bringing alive the uniqueness of the offering. The simplicity of the thought with close alignment to our lives is the proposition of these ads. The content of the ad has been crafted to bridge the gap between the consumer and their needs, I am sure, the credo of the ads will resonate with the consumers at large.”

Somenath Chakraborty, Group Creative Director, and Damodaran Krishnan, Senior Creative Director, Cheil India, added here, “Our challenge was to give festive advertising a fresh perspective and align it with the core product promise. Simple, Emotional and memorable, the commercials are the story of one family and their unique requirements during the festive season and how Samsung’s products come to their aid at that time. Like Samsung’s products the commercials are too based on Indian insights and capture real-life experiences of people.”

The TVC:

[youtube]https://www.youtube.com/watch?v=pr3p6VFHYwM[/youtube]

[youtube]https://www.youtube.com/watch?v=EOT_AgxzoqQ[/youtube]

Credits:

Client: Samsung India Electronics

Creative agency: Cheil Worldwide SW Asia

Creative Team: Somenath Chakraborty, Damodaran Krishnan

Account Management: Mohit Mishra, Partho Chakrabarti, Manpreet Arora, Mayank Gogna

Director (of the TVC): Shivendra Singh Dungarpur

Exécutive Producer & Producer: Kiran David

Production House: Dungarpur Films

Post production studio:  After Studio Mumbai

Info@BestMediaInfo.com

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