The Samsung Beat450 Music Phone is seeking an Aamir Khan rub-off on the brand. A new TV has been conceptualised by Cheil Communications to support the brand launch. The concept behind the campaign is to bring out the 3D surround sound experience in the new Samsung Beat450 Music Phone. The TVC is breaking on June 7. The production house behind the campaign is Ravi Udyawar Films. Prathap Suthan, National Creative Director, Cheil Communications, is the brain behind the campaign.
Sunil Dutt, Country Head, Samsung Telecommunications India, said, “The brief given to Cheil was to build the communication around the unique ‘Mobile Theatre’ experience that the Beat450 phone provides. The Beat450 brings alive the pulsating experience of 3D surround sound powered by ICE Power amplifiers by Bang & Olufsen. The Beat450 represents Samsung’s first serious foray into the mobile phone segment.”
“The reason for roping in Aamir Khan was that he is our brand ambassador for mobile phones and this is the first product commercial that we are using him in. As is evident from the commercial, Aamir is best suited to communicate the expressions/emotions derived from experiencing the 3D Surround Sound feature of this phone, without saying a word, in a most powerful manner,” Dutt added.
Prathap Suthan said, “In its category, Samsung Beat450 Music Phone will offer finest sound, features and value for money.”
Dutt added, “The basic message that we tried to convey was that this phone is clearly positioned as a music phone and the basic message that we were seeking to communicate is the Mobile Theatre experience that the phone provides due to its 3D Surround Sound feature.”
“To bring the experience alive and to demonstrate 3D surround sound, Samsung Mobile has set up experience zones in shopping malls and other traffic points frequented by youth-minded people. The TVC is being supported by an extensive outdoor plan,” Dutt said.
The TVC is breaking across channels like ESPN (Euro 2008), NDTV 24x7, CNN-IBN, Channel [v], MTV, History, NGC, Star Plus, Star One, Star Gold, Star Movies, Sony, Max, AXN, Zoom, Zee Cinema, HBO, Zee Studio, 9XM, VH1, Sun, Udaya, Gemini, and Raj TV, among others.