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Samsung washing machines TVC offers an Indian essence

06-August-2007
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Samsung washing machines TVC offers an Indian essence

Samsung India has launched a new TVC for its Silver Nano range of washing machines. The TVC features TV actor Prachi Desai, and has been conceptualised by Cheil Communications. According to R Zutshi, Deputy MD, Samsung India, “The brief given to the agency was to clearly communicate the benefits of Silver Nano technology to the modern homemaker of today, in a simple and easily understandable manner. I think the TVC clearly spells out the benefits of Silver Nano -- pure wash, bacteria free and odourless clothes -- in a very interesting and interactive manner.”

Nitin Makdani, Head-Home Appliances, Audio Visual and IT, Cheil Communications, said, “The task of showing the key benefits of superior wash and establishing that the Silver Nano has been conceived specially for the Indian conditions, in just 20-25 seconds, was difficult. The agency has used innovative technique of split screen to tell the story, without compromising on the attention. The reason for using a familiar face and specifically Prachi Desai was to break the clutter and bring immediate association of the values she stands for.”

Makdani explained that the message behind the commercial was to convey to consumers that Indian women now have a choice. The TVC shows a daughter-in-law sharing a secret of how to keep the family happy. She demonstrates how Samsung Silver Nano not only removes dirt, dust and odour, but also gives hot water-type wash, something that Indians have grown up watching. She impresses her mother-in-law by washing the clothes in the machine. Her mother-in-law thinks she has washed the clothes in warm water.

The campaign is targeted at the SEC A and B urban female. While the TVC will be visible on popular channels like Sony, Zee Cinema, HBO, etc., the print campaign that bears the tagline ‘The Indian woman now has a choice’ has already been released on newspapers and magazines. The outdoor campaign was released last week all over India.

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