Samsung’s new ad by Cheil targets Gen Y

Cheil WW SW Asia’s latest TVC for Samsung Star 3DUOS touch screen phone aims to get youth high on WiFi

e4m by exchange4media Staff
Updated: Apr 26, 2012 8:20 AM
Samsung’s new ad by Cheil targets Gen Y

Cheil WW SW Asia has launched a new TVC for Samsung Star 3DUOS touch screen phone, aiming to get the youth high on WiFi.

The brief for Cheil was to deliver a campaign that not only captured the life of today’s Gen Y, but also brought out the proposition that Samsung Star 3DUOS with WiFi empowers you to do things faster. This feature, coupled with the research insight that drew attention to what youth of today feel about waiting i.e. “Patience is not for me” tied in brilliantly with the concept of ‘fatafat’, an Indian term commonly used to describe speed, said an official release.

Commenting on the new TVC, Alok Agrawal, Chief Operating Officer, Cheil Worldwide SW Asia said, “In the commercial we have captured the pace and zing that characterises the new India. The tearing hurry with which the youth lead their lives is brought alive in the story and execution. It was hard work and great fun putting this together – it is a breath of fresh air in this category long used to formula stories.”

The new television commercial draws attention to the WiFi feature that sets the phone apart from competition.

Ashu from Blue Frog has lent his voice to the lyrics and also put together the jingle. The TVC has been directed by Marlon Rodrigues of Day Dreamers.

This TVC is part of the line-up of an exciting range of products for which Cheil Worldwide is actively involved in building communication across 360-degree consumer touch points.


Client: Samsung Electronics India
Agency: Cheil Worldwide SW Asia
Creative Team: Varun Arora, Dinkar Porwal
Production House: Day Dreamers
Directed by: Marlon Rodrigues

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