Samsung Telecom has carried forward its ‘Next is What?’ brand positioning for the Guru200 mobile phone. The ad campaign has been conceptualised by Cheil Communications.
Sunil Dutt, Country Head, Samsung Telecommunications India, said, “The brief we gave to the ad agency was that Guru200 offers a strong value proposition to consumers in the entry level mobile phone segment. With features like FM recording, emergency SMS, nine hours talk time and India-specific features such as Indian calender, Hinglish database, etc, Samsung Guru200 gives consumers a reason to look beyond existing options.”
Commenting on the ad campaign, Samir Miglani, Client Servicing Director, Cheil Communications, said, “In the entry level segment, consumers are mostly driven by the utility of the handset. Samsung Guru200 offers unique features such as FM recording, long battery life, MP3 ringtones and India-oriented features that offer a customised mobile user experience. The mobile is more meaningful to the daily lives of Indian users because it contains applications and features that directly impact their lives.”
The TVC starts with an RJ announcing a French love song requested by Guru Guide from Rajasthan. Everyone is surprised as to how he understands such songs. The ad then cuts to the RJ announcing the next request, which is again by Guru Guide, this time requesting an Italian love song. The shot cuts to the guide with a Guru200 handset, who plays that Italian love song to attract the attention of a pretty Italian tourist. The voiceover announces the key feature of FM recording in the new Guru200 phone, in keeping with Samsung’s ‘Next is What’ campaign.
Dutt said, “It is a mega campaign. It will be promoted through PR, mass media such as TV, radio and newspapers. It will be further enhanced by a big outdoor campaign, roadshows linked with radio to ensure the FM recording connect, posters in shops. The BTL activity would include POS, banners, and innovations.”