Cheil’s new Samsung TVC gets youth high on WiFi

26 Apr,2012

By A Correspondent


The new television commercial for the Samsung Star 3DUOS Touch Screen phone from Cheil puts life on fatafat mode.


The Samsung Star*3DUOS Touch Screen phone is the latest offering from Samsung Mobile. In a bid to provide its consumers with the best technology, Samsung Mobile has been bringing in a number of aggressively priced models into the market. Samsung Mobile phones are armed with features that are superior to the competition and available at every price point.


Cheil’s challenge was to deliver a campaign which not only captured the life of today’s Gen Y, but also brought out the proposition that Samsung Star*3DUOS with Wi-Fi empowers you to do things faster.


This feature, coupled with the research insight that drew attention to what youth of today feel about waiting -“Patience is not for me” – tied in brilliantly with the concept Fatafat, an Indian term commonly used to describe speed. Hence, life fatafat.


Commenting on the new TVC, Alok Agrawal, Chief Operating Officer, Cheil Worldwide SW Asia, said: “In the Star*3 commercial we have captured the pace and zing that characterizes the new India. The tearing hurry with which they 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 draw’s attention to the WiFi feature that sets apart the Samsung Star*3DUOS Touch Screen phone. The WiFi enabled, Samsung Star*3DUOS  Touch Screen phone is the perfect fit for Gen Y that is taking life head on and re-writing timelines to live life to its max – be it with regard to relationships, jobs, pursuing interests and hobbies or simply in the way they like to relax.


This TVC is part of the line up of an exciting range of products where Cheil Worldwide is actively involved in building communication across 360-degree consumer touch points, that offer a high degree of excitement and creating buzz for the brand.


Client: Samsung Electronics India Limited

Agency: Cheil WorldwideSW Asia

Creative Team: Varun Arora, Dinkar Porwal

Client Servicing team: Ankur Bora, Chhavi Kalra, Resham Ahluwalia & Chandramouli Prasad

Production House: Day Dreamers

Directed by: Marlon Rodrigues


Cheil Indiahas been on an aggressive growth plan over the last 2 years, almost doubling its size in its employee strength and billings. Significant expansion and growth has been seen particularly in BTL and Digital areas, making Cheil one of the largest fully integrated single agencies inIndia, executing some of the largest cross-functional integrated campaigns, providing 360°implementation across all facets of marketing services.


Cheil Worldwide Inc isKorea’s largest and one of the world’s leading advertising groups. Cheil offers a full portfolio of marketing communications services including advertising, PR, sports marketing, exhibition and display production, and production of large-scale performance events. In 2011, Advertising Age ranked Cheil as the #11 largest creative agency in the world.


Please use link this link to download the  TVC and stills

: (the link will expire on May 01, 2012)


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