The new job-new city approach in Samsung’s newly launched ad campaign for its ‘Guru Series’ is definitely not something we haven’t heard of before, but the trio of the legendary Gulzar, director Anurag Kashyap and actor Aamir Khan coming together for the first time in an ad film has set us talking.
Brand: Samsung Guru Mobile Phone
Agency: Cheil Worldwide
Media at the time of launch: Television
The purpose was to strengthen Samsung’s entry level product portfolio and to establish an emotional connect with Guru and the consumers. Asim Warsi, General Manager, Marketing, Samsung Mobiles, explained, “It is one of our most important campaigns in 2010, where we are pushing the envelope in each segment, including the entry segment. We are balancing and prioritizing each one of the segments since there is a large consumer base for each of these devised that we are providing. Guru represents the largest belly of our consumers. There are several phones that we are advertising in this four-part campaign, some of which are existing and some yet to come.”
Speaking on the creative thought process behind the campaign, Vedobroto Roy, Creative Director, Cheil Worldwide, said, “The idea is to tap into the relevant market where phone is not just a necessity but an integral part, especially in small towns and villages when people have to leave for big cities because of their jobs and those who have migrated.”
He further spoke on his experience with Aamir Khan and Anurag Kashyap, “Of course, when it comes to working with Aamir and Anurag, who have 13 awards sharing amongst them, it is a great experience. Aamir has a different take and that adds on to the value. It was more of a film making than an ad film making, where there was a challenge to capture the right expressions in the best possible way.”
The storyline kicks off with Aamir, a simple village boy, getting a job call-up on his Guru mobile followed by hugs by the family members. And hereon, the rest of the theme looks set to enter the predictability zone. Raghu (Aamir Khan), the main protagonist expectedly has to leave his family behind, including his love interest. She gets a Guru by her man and so does the family at the bus stop before the final goodbye where the father becomes insecure and Aamir punches in, “Aap sabke dil ke bahut kareeb hun babuji…” while placing the Guru in his upper pocket.
The final product:
This campaign sees an evolution in the brand personality, where Raghu (Aamir Khan) is a family man, who is more connected and more grounded in the film. Samsung has changed the brand character to make him a more inclusive man.
The message of ‘low-cost gadget affordable by all’ is sent across well through simplicity. Full marks go to the music by none other than Gulzar Saab. The initial lyrics of the theme song by the living legend – Dil toh jeb mein rakha hai sound familiar with his recent masterpiece – Dil toh bachcha hai ji. While Anurag Kashyap’s usual contemporary feel could well be seen in last few seconds of the film where the brand name is shown through the colourful back of the departing bus – very Anurag!
We rate it 6 out of 10.
Commenting on the ad, Rahul Jauhari, National Creative Director, Pickle Lintas, said, “When it comes to a genuine portrayal of emotions, relationships, then yes, one sees a vast improvement over the previous ads for Samsung Guru. This one connects a bit more at a heart level. However, the same old plot, the same old situation tends to make it seem like it’s been seen many times before. Aamir Khan, Anurag Kashyap, Gulzar and Amit Trivedi coming together would naturally raise expectations sky high. In that light, this one seems a let-down.”
But Satbir Singh, Chief Creative Officer, Euro RSCG India, felt otherwise, “It seems to be a sasta-sundar-tikaau phone and the target group will find Aamir's story quite engaging. It has everything for them. Job in a big city is aspirational. He's portrayed as both, modern (with a girlfriend) and traditional (looks after parents)”.
The ad doesn’t surprise us. Neither the concept nor the characters have newness in them except for the fact that it the first time for Aamir Khan to have appeared for Samsung’s mass segment phone ad film.
It also reminds of the Nokia-Airtel film starring Abhay Deol, Raima Sen, directed by Vinil Matthew that was almost on a similar concept of a young man (Abhay) leaving for his new job and wife (Raima) getting silently upset about it.
And the biggest similarity between the two is the idea to stir audience’s emotions with the background music. Bavra mann dekhne chala… had then become a rage, that was also because of the fact that it boasted of an OST in national award winning movie Hazaron Khwahishen Aisi, and now it is for us to wait and watch if Dil toh jeb, along with Guru ad series, will catch up.