With the festive season underway, marketers and advertisers are on an overdrive to make the most of it. New product launches, discounts, special offers, campaigns – the whole works. Consumer electronics major Samsung has unveiled its new campaign especially for the festive season. Cheil Worldwide has conceptualised this new TVC that comprise the entire Samsung range, and the lyrics have been penned by none other than well-known lyricist and poet Gulzar. The TVC broke on all news and entertainment channels on September 22.
Speaking on the TVC, Prathap Suthan, NCD, Cheil Worldwide, said, “The thought behind the film is to showcase the product range of Samsung. Many people aren’t really aware of the spectrum of quality products that Samsung has in the country. With Diwali round the corner, it is the right time to connect with people and to bring them closer to the brand. As always, the accent of the film will be to retain and build on the premium image that Samsung enjoys, and extend a warm, bright, and yet superior lifestyle to the audience.”
The TVC is all about the values that Samsung products bring home. From the open, nature fresh cues that its home appliances offer to the aspirational and optimistic overtures that its technology products underline. The fact that all the products are showcased in an open air environment also adds to the freedom and eco-friendliness that the brand represents. From a film point of view, the sunrise to sunset time frame indicates that Samsung’s products are in use across daily life, and the geographical setting that shows mountains to the backwaters has to do with the regular way of connecting the length and breadth of India – from Kashmir to Kanyakumari.
The lyrics written by Gulzar talks about how Samsung is like a river of life that helps people flourish alongside its banks, and how Samsung invites people to partake from the Samsung range to progress and move ahead. The voiceover at the end encapsulates the essence of the film as ‘Zindagi Savare iss Digital Kinare… (May life flourish on the digital shores).
Suthan further said, “The simple message behind the TVC is that life changes for the better with Samsung. And that Diwali is the time to bring in prosperity.” He added that along with the TVC, the print campaign broke on September 23 in all newspapers and magazines, besides OOH hoardings had been put up all over Delhi.