Samsung India has launched a new QLED TV campaign titled âDiscover the Picture. Discover the Loveâ, in an endeavour to strengthen the emotional connect with its consumers and to focus on the âtechnology of lovingâ where Samsung technology helps one take notice of true emotions that can melt away the barriers.
The campaign outlines a unique father-son bond. The inevitable, the unsaid love between a son and his father brings alive a poignant story. It shows a man on top of a mountain peak struggling to fight the snow and make his way. He reminisces of his childhood when his mountaineering father was going for an expedition but could not complete it and was left heartbroken. The memory of this was so sharp in the manâs mind that his ultimate desire was to reach the peak and make a documentary. While his father sits back at home and watches television, he notices his son at the peak where he wanted to go â moving closer to Samsung QLED TV.
Conceptualised by Cheil, the TV campaign went on air in over 35 channels across all genres and will continue till the end of this festive season.
Ranjivjit Singh, Chief Marketing Officer, Samsung India, said, âAt Samsung, we value our customers and consistently endeavour to make their lives better. Samsungâs QLED TV features new innovations that enrich the lives of consumers by re-imagining how TV integrates into the living room, how consumers enjoy their content, and how they interact with their TVs. Our new campaign showcases QLED TVâs amazing features like Ambient Mode, 100% Color Volume and S Voice. The campaign is based on a beautiful story that depicts the special bond between a father and son and the role that Samsung TV plays in strengthening this bond. We hope our audiences enjoy watching it.â
Speaking about the campaign, Aneesh Jaisinghani, Executive Creative Director, Cheil WW India, said, âSamsung has consciously shifted its advertising narrative towards emotional storytelling. Taking the brandâs direction forward, the idea behind this campaign is to tell a story about great technology through a warm human bond â that of father and a son. The film beautifully captures the story of a young man who fulfils his father's lifelong dream and at the same time communicates the key feature of the Samsung QLED TV very effectively.â
Client: Samsung India Electronics Pvt. Ltd.
Creative Agency: Cheil Worldwide SW Asia HQ
Creative Team: Aneesh Jaisinghani
Account Management: Byung Gon Park, Mohit Mishra, Vikas Negi & Somya Nanda
Director (of the TVC): Go, Han Ki
Executive Producer and Producer:Â Tony Choi
Production House: Love and Money
Line Production: Bohemian Films
Post Production Studio: ElliotÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â
Music Credits: Gorilla Sound
Lyricist: Lee Ban Seok
Campaign Elements: TVC, print, digital, radio and OOH