In its latest campaign, conceptualised by Cheil India, the film #SamsungCares crafts the journey of a Samsung engineer to a remote place to provide service to its customer
BestMediaInfo Bureau | Mumbai | January 4, 2017
Samsung India has recently launched its nationwide television and digital campaign showcasing its initiative to take customer service to the doorsteps of consumers in the hinterlands. Conceptualised by Cheil India, the campaign film #SamsungCares has over 13 million views on YouTube within a week of release.
This four-minute digital video shows the story of how a young Samsung engineer, undaunted by rough terrain, attends to a customer complaint in a remote hilly area. On reaching the home of the customer, the engineer is taken aback to see that the customer (a young girl) is visually impaired. He repairs the television and after hearing some sounds, the customer asks if it is repaired. The engineer positively replies as she goes near the door to ring a bell and calls her friends.
All of them come down from a staircase and the engineer is surprised to see many more visually impaired children. The girl quickly asks the engineer for the remote as they tune-in to a singing show in which the customer’s best friend is taking part. The engineer is glad that his efforts helped bring smiles on the faces of a group of children. He leaves the customer’s home with a smile on his face as the campaign ends with Samsung’s messaging of delivering service in every corner of the country.
Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India, said, “Samsung is without doubt at the cutting edge of technology. But even the most advanced products need some TLC once in a while. While others might expect you to visit their service centres, Samsung visits you instead. That’s the measure of Samsung’s emotional investment in its customers. I’m glad that the film adequately captures this warmth and commitment while balancing the rational demands of the brief.”
Tarvinderjit Singh, Executive Creative Director, Cheil India, said, “Briefs that promise ‘anywhere/wherever’ invariably lend themselves to ‘journey’ films. Beautiful to see, difficult to recall. I wanted to go further, pun intended. I ended up writing the bravest story of my career so far, with wholesome support from our friends at Samsung. Then entered the unmatchable combination of Anupam Mishra, Rubais, Dhruv Ghanekar and Mohit Chauhan. However, the name that comes before all is that of the loveliest leading lady ever – Drishti.”
Mohit Mishra, Vice-President, Integrated Services, Cheil India, said, “With a deep understanding of its consumers, Samsung has been a pioneer of many customer-centric initiatives. The latest being the launch of service vans that will travel to each and every corner of India. The task in hand was to create a compelling campaign that not only lives true to the campaign’s tagline ‘We’ll reach you wherever you are’ but at the same time, add a ‘purpose’ to Samsung’s customer service initiative.”
The campaign was launched on 50 television channels and is supported by print, across cities and digital.
Carlton D’Souza, CEO and CCO, Hungama Digital Services, said, “I thought these four minutes could have very well been a 30-second commercial. The subject is getting a bit predictable as I figured midway it was steering towards this direction. This is not a piece of branded content but a long form advertisement. On the upside it’s shot very well and has a good soundtrack to go with it.”
Ajay Chandwani, Director, Percept India, said, “As an idea of a service brand that goes to remote corners of India, it is not unique. Maruti was one of the first ones to do it. Having said that, they have managed to get a platform which is emotional. The film will have repeated views because it has sincerity and warmth .On a critical point, the film is too long and drags. The first half only shows the landscape to establish a beautiful remote place with flowing landscape of roads, hills and rivers. The blind hostel situation and children are heart tugging and sincere. The brand comes through as a friend which shares genuine relationship with people and not just an efficient service operator. All in all it would have more impact in two minutes!”
Khalid Khatri, Executive Creative Director, Infectious, said, “No better way to celebrate the World Braille Day, which falls in January. The ad beautifully depicts how Samsung handles its customer relationship, in spite of all odds. An unusual and touching film about the satisfaction all of us get as individuals, when things get repaired on time.”
Vishal Mittal, Senior Creative Director, Dentsu Marcom, said, “The film strikes a great chord with its splendid direction and endearing execution. Even though we’ve seen a lot of brand work that touches demographics with special needs, the film still stood out well. On a side note, the poignant setting and outcome of the story somehow overshadows the core truth--which is an after-sales service. However, a simple storyline with a heartfelt approach makes the film float and stay in our minds.”
Abinandan Bose, Creative Director, Jack in the Box Worldwide, said, “The passion of a service provider scaling that extra mile to make a customer happy, is not really a fresh idea in the communication industry. Yet, this film manages to narrate this used and recycled idea quite differently. Kudos. It’s a well-shot film that drives home the message through a decent story. The only glitch, it could have been shorter.”
Rishi Chanana, National Head of Art, TBWA, said, “Beautiful commercial and a beautifully composed jingle as well. Emotions coming out right at the end as expected. I feel it’s a bit stretched in the first half, giving too much time to the road blocks, giving an impression of a tyre commercial or car. Instead it would have been great if about five seconds from the first half could be contributed to the concluding emotions. It would have helped more tears and emotions to come out. Overall nice script, very good execution. Good one for this category. Congrats to the team!”
Client: Samsung India Electronics
Creative Agency: Cheil Worldwide SW Asia
Creative Team: Sagar Mahabaleshwarkar and Tarvinderjit Singh
Account Management: Kundan Joshee, Mohit Mishra, Subhransu Adhikari and Vandana Bhalla
Account Planning: Ayan Banik and Tanvi Arora
Director (of the TVC): Anupam Mishra
Producers: Urfi Kazmi and Viraj Gawas
Production house: Crazy Few Films
Music: Dhruv Ghanekar
Singer: Mohit Chauhan