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Samsung refrigerators’ new summer campaign

09-May-2012
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Samsung refrigerators’ new summer campaign

Summer is the favorite season of home appliance brands to connect with consumers. As the mercury level rise, each brand tries to woo its consumers promising to keep them cool. Samsung has launched a new campaign to introduce its latest innovation – Digital Inverter Compressor (DIC) technology in the new range of Samsung frost free and side-by-side refrigerators.

Priyanka Chopra, the brand’s ambassador is seen endorsing the new positioning while suggesting her neighbours to adopt the new way of thinking too. The campaign by Cheil Worldwide has been launched with two commercials talking about the benefits of the new technology that saves electricity when compared to other refrigerators and also keeps the food fresh for long because of its better temperature control abilities. ‘Ek fresh soch’ signifies the happiness that can come in the lives of people by adopting the new technology, thus getting a fresher output, said an official release.

Talking to exchange4media on the strategy and the creative thought process behind the film, Alok Agrawal, COO, Cheil Worldwide South West Asia said, “The main idea was to introduce the new technology which is revolutionary. Priyanka adds her contemporary image to the brand while communicating the new idea. Children play an important role in both the films as our TG for this product is a homemaker who always keeps interest of her kids in mind before buying a product. Key brand and product features have been translated into emotional benefits from a child’s point of view as expressions of appreciation for changing the child’s life.”

Agrawal shared that both the commercials, which have gone on air a week ago will run for the entire summer season.

Creative credits:

Client: Samsung Electronics India
Agency: Cheil Worldwide SW Asia
Creative Team: Shiva Kumar, Ayon Sarkar
Client Servicing team: Amit Ahluwalia, Gireesh Gupta, Nitin Mahajan
Production House: Fleet Entertainment
Director: Tarun Mansukhani

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