Samsung BeaT270, the latest addition in Samsung’s music phone category, has come out with a campaign featuring brand ambassador Aamir Khan. In order to highlight the phone’s loudspeaker Karaoke music feature, the TVC shows Khan at his singing best. Cheil India is the creative agency behind the campaign, which broke on September 25.
In line with Samsung Telecommunications India’s (STI) positioning of ‘Next is What?’, the TVC brings alive the singer in Khan. He is seen to have been motivated to sing along with Karaoke music while scrolling the lyrics of the songs in the handset.
The TVC highlights Samsung BeaT270 as a true companion for music lovers. BeaT270 is preloaded with 1GB of Karaoke content and further strengthens Samsung’s music phone portfolio.
Sunil Dutt, Country Head, Samsung Telecommunications India, said, “The brief given to the agency was that Samsung is BeaT270 is a dual slider handset with Karaoke feature and offers ideal sonic experience for diverse music genres. We wanted this innovative and interesting feature in BeaT270 to be highlighted and Cheil conceptualised this ad campaign, which clearly underlines the positioning of BeaT270.”
“We have designed a 360 communication for the BeaT 270 supported by the TVC, outdoor hoardings, POPs and POS materials,” Dutt added.
Saurabh Tara, Account Director, Cheil Communications India, said, “The brief shared with us was simple and clear. The USP of the handset is its karaoke feature that makes one sing along. This TVC, where Aamir sings various songs from different genres, highlights the positioning of the BeaT 270 as NexT is Mobile Karaoke.”